
Glass 


L&m& 


Book 


."R+ 


PRESENTED BY 



NEWSPAPER PUBLICITY 
for the 
PUBLIC SCHOOLS 

ROLLO GEORGE REYNOLDS 



Submitted 

in partial fulfillment of the requirements 

for the degree of Doctor of Philosophy 

in the Faculty of Philosophy 

Columbia University 



NEWSPAPER PUBLICITY 

FOR THE 

PUBLIC SCHOOLS 



BY 
ROLLO GEORGE REYNOLDS, 



Submitted 

in partial fulfillment of the requirements 

for the degree of Doctor of Philosophy 

in the Faculty of Philosophy 

Columbia University 



NEW YORK, N. Y. 
1922 



Copyright, 1922 by Rollo George Reynolds 
All Rights Reserved 



^4- 



Gifx 

Ivsrsi 

SMS 2} I92« 



CAPITAL CITY PRESS, MONTPELtER, VT. 



ACKNOWLEDGEMENTS 

Newspaper editors and school superintendents furnished 
the facts which have made this study possible. Dr. N. L. 
Engelhardt, Dr. Milo B. Hillegas, Dr. E. S. Evenden and 
Dr. George D. Strayer of the Teachers College Faculty 
have brought to this study wise counsel and careful criticism. 
I realize the debt I owe to the many who have contributed. 
I wish to express my gratitude to them all. 

R. G. R. 



CONTENTS 

Page 

CHAPTER I. THE SCOPE AND PURPOSE OF THE STUDY 9 

CHAPTER II. THE AMOUNT AND CHARACTER OF SCHOOL NEWS FOUND IN 

THE DAILY NEWSPAPER 15 

General Statement of Conclusions 1 S 

The Material Collected and Method Used 1 S 

Detailed Facts and Conclusions 17 

CHAPTER III. SCHOOL NEWS FROM THE EDITOR'S VIEWPOINT 25 

General Statement of Conclusions 2 S 

The Material Collected and Method Used 26 

Detailed Facts and Conclusions -7 

CHAPTER IV. SCHOOL NEWS FROM THE SUPERINTENDENT'S VIEWPOINT.. . 43 

General Statement of Conclusions 43 

Material Collected and Method Used 44 

Detailed Facts and Conclusions 45 

CHAPTER V. SCHOOL NEWS FROM THE NEWSPAPER READER'S VIEWPOINT 77 

General Statement of Conclusions 77 

Material Collected and Method Used 77 

A Scale of Newspaper Articles 79 

CHAPTER VI. A PROGRAM FOR SCHOOL INFORMATION SERVICE IN THE DAILY 

NEWSPAPER 96 

Two Kinds of Publicity 96 

The Organization 96 

The Financing of School News Service 99 

The Collection of School News 99 

The Delivery of School News I0 3 

Relations with the Newspaper Organization 103 

What School News Shall Be Presented? 107 

Conclusion ll 9 

APPENDIX A. List of Newspapers from which the Counts and Measurements were secured 120 

APPENDIX B. List of Daily Newspapers Cooperating in this Study 121 

APPENDIX C. List of Cities in which the Superintendents of Public Schools Cooperated in 

this Study i 2 3 



ILLUSTRATIONS 

Figure Page 

i A Scale of Newspaper Articles ' 79 

2 Newspaper Article G 83 

3 Newspaper Article F 84 

4 Newspaper Article 1 85 

5 Newspaper Article B 86 

6 Newspaper Article C 87 

7 Newspaper Article H 88 

8 Newspaper Article E 89 

• 9 Newspaper Article J 90 

10 Newspaper Article A 91 

1 1 Newspaper Article D 92 

12 A Special Purpose Display Advertisement 98 

13 A School Page Dealing with One Subject 100 

14 The School Column 102 

15 Special Continuous Campaign Publicity 104 

16 Departments Contributed by School Children 106 

17 The Sunday Magazine — An Opportunity 108 

18 School News in the Rotogravure Section 110 

19 School News in the Special "Column" 112 

20 Cartoons Adapted to School Publicity 114 

21 Charts and Graphs in the Newspaper 116 

22 Public School Display Advertisements 118 

23 School News of Front Page Importance 11 

24 A School Page Dealing with Various Activities 14 

25 School Matters Discussed in the Editorial Column 24 

26 A High School Number of a Daily Newspaper 42 

27 Special Feature Articles 76 

. 28 Sample School Page 95 

Form 

1 Tabulating Sheet for the Number Count 20 

2 Tabulating Sheet for Column-inch Measurement 22 

3 Question Sheet Sent to Newspaper Editors 37 

4 Question Sheet Sent to Superintendents of Schools 62-65 

5 Broadside Containing Ten Newspaper Articles 82 



TABLES 

Table Page 

I A Number Count of School News in the Daily Newspaper 21 

II School News Compared with Other Types of News 23 

III How Newspapers Collect School News 38 

IV Types of School News Found in Daily Newspapers 39 

V The Proper Position of School News in the Newspaper 40 

VI The Value of Illustrations to School News 40 

VII The Value of Charts and Graphs to School News 41 

VIII The Demand for School News by Daily Newspapers 41 

IX Financing Public School Information Service 66 

X Percent of Budget for Public School Information Service 66 

XI Organization of School Information Service 66 

XII How Public School Systems Collect School News 67 

XIII The Centralized Editing and Approving of School News 68 

XIV How School News is Edited and Approved 69 

XV Relation of School System with Newspapers 7° 

XVI Newspapers Having an Educational Editor 7 1 

XVII Departments in Newspapers Devoted to School News 7 2 

XVIII The Attitude of Newspapers toward School Systems 73 

XIX Editorial Discussion of School Matters 73 

XX Continuous Campaigns Carried on in the Newspapers 74 

XXI The Best Edition for Carrying School News 75 

XXII Median Ranking Given to Ten Newspaper Articles 93 

XXIII The Number of "Better" Judgments in Ranking Ten Articles 93 

XXIV The Number of "Better" Judgments Reduced to Percents 94 

XXV The Differences Between Ten Newspaper Articles in Terms of the Unit of the Scale. 94 



CHAPTER I 

THE SCOPE AND PURPOSE OF THE STUDY 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 

The daily newspaper is one of the means of informing the public 
about the public schools. A large number of articles have been 
written on this subject but they have all been general in content and 
based merely upon opinion. One study on the subject 1 includes an 
opinion of the value of the daily newspaper for carrying school news 
as collected from in superintendents of schools; another 2 includes a 
classification and analysis of educational news found in a single 
newspaper over a period of one year. 

The purpose of the following study is to present a body of fact 
relative to the use of the daily newspaper for carrying school news 
throughout the United States and to draw such conclusions as seem 
warranted. 

The scope of the inquiry is indicated by the following headings : 

The Amount and Character of School News Found in the Daily 

Newspaper. 
School News From the Editor's Viewpoint. 
School News From the Superintendent's Viewpoint. 
School News From the Reader's Viewpoint. 
A Program for School Information Service. 

THE AMOUNT AND CHARACTER OF SCHOOL NEWS FOUND IN THE 
DAILY NEWSPAPER 

To furnish the facts for this part of the study, 25 cities were 
chosen at random, representing various sections of the country. 
They were selected from the following population groups: 

Group I. Cities, 100,000 in population and over. 

Group II. Cities, 30,000 to 100,000 in population. 

Group III. Cities, less than 30,000 in population. 

These cities were distributed over seventeen states, representing 
five of the geographical divisions of the country. In each city the 
largest daily newspaper was subscribed to for a period of three 

•Neale, Mervin G. — School Reports in American Cities, p. 60. 

'Garlin, R. E. and Pittenger, E. F. — Educational Publicity in Daily Newspapers. School Board 
Journal, December 1921; p. 41. 



10 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



months — January, February, and March. The "size" of the news- Scope and 
paper was determined on the basis of the circulation figures in Ayer's Purpose of 
American Newspaper Annual and Directory for 1921. A number the Study. 
count was then made of the news articles dealing with local public 
school matters. In addition, a column-inch measurement was made 
of the school news found in six of the above newspapers, two from 
each of the population groups mentioned. It is believed that the 
newspapers studied represent a fair sampling of school news in the 
daily paper. The facts thus collected, analyzed, and tabulated, are 
presented as evidence of the amount and character of school news 
found in the daily paper. 

SCHOOL NEWS FROM THE EDITOR'S VIEWPOINT 

School news is of two kinds; that which is secured and pub- 
lished independently of school systems, and that which is prepared 
especially for the newspaper by school systems. In either case it 
must be passed upon by the newspaper organization. It is therefore 
necessary to study the practice and opinion of newspaper editors in 
connection with school news. To secure this information, a question 
sheet was sent to 200 editors of representative newspapers. Replies 
were received from 98 editors in cities representing each of the popu- 
lation groups and located in 40 different states. This point of view 
is most important to those who are responsible for educational pub- 
licity. The facts collected from these question sheets will be set 
forth as representing the practice and viewpoint of newspaper organi- 
zations relative to school news in the daily paper. 

SCHOOL NEWS FROM THE VIEWPOINT OF THE SUPERINTENDENT 

OF SCHOOLS 

Information for newspaper publication is often collected and 
prepared within the school system itself. Therefore, the policies, prac- 
tices, and opinions of school superintendents relative to the publicity 
activities of school systems have an important place in this study. A 
question sheet was sent to 500 superintendents of representative 
school systems. Replies were received from 250 superintendents in 
cities representing each of the population groups and located in 45 
different states. The facts collected from these question sheets will 
be set forth as representing the practice and viewpoint of superin- 
tendents of schools in relation to the collection, preparation, and pub- 



TUCSON MUST HAVE MODERN 
HIGH SCHOOL OR LOSE HER 
RANK AMONG INSTITUTIONS 



qr nrc c in j||ctc : cooperation of cattlemen [ENROLLMENT GROWS TOPOINT THAT 

?nr nrrr T n .,1 AND PACKERS URGED AS ATWUALU^gggg ^ mm £ JO FUNCTION 

HIEJEFEIIIEDJ1 cms «««, » opHf N 7 Wed space now provided 



BITTER DEBUTE 
IN STATE SENATE 



BOARD AND COUNCIL AGREE ON $300 ,000 SCHOOL BOND ISSUE 



THE DAILY REPORTER 



Published in the Interest of the City of White Plains 



'°«*'S 



CONDITIONS AMONG HIGH SCHOOL 
BOYS AND GIRLS DISCUSSED AT BIG 
MEETING OF PAREN TS-TEACHERS 

Principal Houseman's Talk on "Social Activities in High School," During Wliich He Condemned Fra- 
ternities, Saying They Are Detriment to School, Followed by Heated Debate Regarding A lleged Hap- 
penings at Dances of Younger Folk; Critics and Defenders Both Are Heard: Principal Stands by Ma- 
jority of Students; Meeting Votes Confidence in Faculty. 

ALLEGED LAXITY OF MORALS ON THE PART OF THE YOUNG PEOPLE OF THE CITY, WITH PARTICULAR ATTENTION PAD) iTO TJJJB BMg AND 
GIRLS OF THE HIGH SCHOOL, WAS THE CHIEF TOPIC OF DISCUSSION AT L\ST NIGHT'S MEETING 01 I II F. P Mil- N I -1 I AC ERs ASSOCIATION OF THE 
HIGH SCHOOL. PRINCIPAL HOUSEMAN. INVITED TO THE MEETING TO GIVE AN ADDRESS ON ACTIVITIES IN THE s( I < OU CONDEMNED FRATERNI- 
TIES, SAYING THEY NEITHER Mil: good FOR THE SCHOOL, NOR ARE THEY THEY DEMOCRATIC. THE ONLY REASON HE I DOES NOT _PULL THEM UP B\ 
THE ROOTS AND BANISH THEM FROM THE SCHOOL ALTOGETHER IS THAT HE IS AFRAID IT WOULD BETOO DHAS'IK \ MEASURE. THE DANCES 
HELD BY THE HIGH SCHOOL UNDERGRADUATES CAME IN FOR MOST OF THE DISCUSSION. THE "FRATS" BEING INCLUDED HERE .ALSO AS THE LARGER 
DANCES ARE UNDER FRATERNITY AUSPICES. STORIES OF ALLEGED DRUNKENNESS OF THE PART OK AT LEAST ONE FRATERMT\ MEMBEIt, DEMEI. 
ON THE FLOOR BY A MEMBER OF THAT FRATERNITY'. OF THE LATE HOURS KEPT BY THE YOUNG BOYS AND GIRLS OF THE SCHOOL WHILE AT THESE 
DANCES, OF AT LEAST ONE ANONYMOUS LETTER REGARDING ALLEGED ( liNDH IONS. ITS REFUTAI ION. AND A HOST OF OTHER TOPICS WENT _TO 
MAKE UP ONE OF THE MOST HEATED MEETINGS OF THE KIND EVER HELD IN' WHITE PLAINS. IT WAS BROUGHT OI T. AS STATED IN THE REPORTER 
YESTERDAY BY SECRETARY REDDING OF THE Y. M. C. A., THAT THERE IS A TENDENCY ON THE PART OF PEOI".-'. GEN I li LL1 TO JSE ' HIGH SCHOOL 
GIRLS" AS A STANDARD EXPRESSION TO SPEAK OF THE YOUNGER GIRLS OF THE CITY. WHICH STORY. BY THE U O , \ -AS TAKEN BY SOME AT THE 
MELTING AS A REFLECTION ON THE HIGH SCHOOL BOYS AND GIRLS. PRINCIPAL HOUSEMAN DEFENDED THE GREAT MAJORITY OF HIS PUPILS, SAY- 
INC. ALSO THAT SOME OF THE BF.S f MEMBERS OF THE SCHOOL BELONG TO THE FRATERNITIES. OTHERS DEFENDED TIE Y OUNG PEOPLE FROM 
THE CRITICISM THAT WAS OFFERED. THE MEETING SEEMED TO BE DEALING A GREAT DEAL IN GENERALITIES. MOUNTAINS BEING BO LDED UP ; OR 
AN EFFORT BEING MADE TO BUILD THEM OUT OF MOLEHILLS. THE WHOLE STUDENT BODY CRITICISED BECAUSE Or THE ALLEGED ACTION OF ONE 
MEMBER OF THAT BODY. AFTER THE DISCUSSION DAD ENDED THE ASSOCIATION TENDERED A VOTE OF CONFIDENCE TO THE HIGH SCHOOL FACUL- 
TY. NO VOTE WASTAKEN ON THE CONFIDENCE IN THE UNDERGRADUATES . 



Aubcialed Prist News Is 
the Most Reliable News 
the World 



*A I \ fl te* 1 li Exclusive Associated Press I /£- ; . I ▼ 1 im W 



--: ; "'--V 



BANDITS ROB OHIO TREASURER 

.^-i^.:-i-!":--:-:-V' M t frOMM 8»0 <t>tO» »»»»t»»00» 

$1,000,000 FOR NEW SCHOOLS 



SCHOOL NEWS OF FRONT PAGE IMPORTANCE 



12 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 

Scope and lishing of school news in the daily newspaper. It is of interest to 

Purpose of note, in the case of both editors and superintendents, that a large per 

the Study. cent, approximately 50% took pains to fill out the question sheets. 

SCHOOL NEWS FROM THE NEWSPAPER READER'S VIEWPOINT 

The "consumer" of school news, the newspaper reading 
public, is after all the final judge of school news in the daily news- 
paper. The purpose of all school news is that it shall be read. To 
complete the study, therefore, an indication of the viewpoint of the 
newspaper reader is presented. Through a statistical process of se- 
lection, 10 newspaper articles, each having to do with the health of 
school children, were chosen for the judgment of newspaper readers. 
These articles were reproduced on a broadside. The readers were 
asked to rank them, beginning with that article which gave the great- 
est interest in the health of school children and ending with that 
which gave the least interest. Judgments were received from 369 
individuals, 128 women and 241 men, representing 8 occupational 
groups and residing in 35 different states. In addition, the judg- 
ments of 34 expert women advertisers holding important advertising 
positions in the city of New York were secured. From these judg- 
ments, a scale of the articles has been constructed and is presented 
as an indication of the relative value which the newspaper reader 
gives to certain school news articles in the daily newspaper. 

A PROGRAM FOR SCHOOL NEWS SERVICE IN THE DAILY PAPER 

The last chapter of the study consists of two parts. First, the 
presentation of various types of school publicity as clipped from a 
large number of newspapers and contributed by superintendents of 
schools; these are presented for the purpose of serving as examples to 
school organizations desiring to inform the public through the daily 
newspaper. Second, suggestions for an organized school news 
service program in the daily newspaper. 

HOW THE FACTS WILL BE PRESENTED 

Each chapter will have the following organization: First, a 
general statement of the conclusions drawn from the material pre- 
sented in the entire chapter; this will be presented first for the 
benefit of those who do not care to go into the details. Second, 
a discussion of the material collected and the methods used in 
preparing it for presentation. Third, the specific conclusions drawn 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 13 

from each sub-topic taken up in each chapter. Fourth, the tabula- Scope and 
tion of the facts upon which the conclusions, both general and Purpose of 
specific, are based. the Study - 

THE PURPOSE OF THE STUDY 
The public schools of America belong to the American people 
and are supported by them. Their interest and support will depend 
to a large extent upon the information which they possess as to the 
activities and needs of the public schools. If this study brings to 
the administrators of American school systems and to the editors of 
American daily newspapers a conception of the importance of the 
daily press to the public schools and the conditions which control 
the use of the newspaper as a means of giving school information to 
the public, it will have served its purpose. 



TIjEWICHlTA'J.iGLK, SUNDAY MOJtKWG. FEBM1ARY 20, 1S1I 



See} ng Wichi ta's Schools In Stories and Pict ares 



DECORATION OF 
INTERIORS FOR' 
WICHITA PUPILS 



rzz-xzzxz- ;.;:.;( WICHITA PUPILS 
GET EXPERIENCE 
AS JOURNALISTS 




tf££iSSrz ssr"~*" '^^j A.H.ANiH)UNCEDifSS 

Mexican Pupils In Wichita Are '!-.,_ _ ^^ „, 

. ^ Thirty Sera lolcrrowiiaLi 

Eager To Be Catfea Americans Pupll 4^^ e sJ^ far 



WRITING LETTERS 



5 F«-ifp t Tlier A« Fro 



3 And Want Playmate* 



FORMARTCLUB :NEGATMW1S 
ATHKHSCHOOL WH.S.DEBATE 



R LOWELL SCHOQV^ 






S PLAYGROUftD5 



Jadiei Rale Court.! 



jH^pl" 






UNIQUE MAKE-UPS 



—^ !RK 



ANNUAL-XOPVIS 

ALMOSTPREPARED 



OF TAR AND FEATHERS 



Id .Your Purse, 
Under the Mattress, 
Under Chair Uphol- 
stery, orSAF&ina 
Savings Bank? 




jjr™SiS™..»w..»»--p u t Your-Money WHerevs?-'.'"^"" 
^Z,^\ti7,^^, You Know .It's Safe ffiiH^«" 

Let the- Kg Fourth Keep It For You 

nit 



. No 1ar«a' »um » required to etart > Sitinri Account at the Fourth National Bank | There ir M> "red tape" 
L^mnaetod with tL Once 700 begin Ihit u<iD|l account you wOl be lurpriaed to find bow-quickly and bow can- 

FoWfH NATIONAL BANK 

MARKET AND DOUGLAS 



A SCHOOL PAGE DEALING WITH VARIOUS ACTIVITIES 



CHAPTER II 

THE AMOUNT AND CHARACTER OF SCHOOL NEWS 
FOUND IN THE DAILY NEWSPAPER 



GENERAL STATEMENTS 

The facts presented in this chapter uphold the following state- 
ments : 

The local public .school system is an important source of news 
found in the daily press. 

In general, the newspaper staff believes in presenting construc- 
tive and informational news in regard to the public school. The pro- 
portion of school news, sensational or destructive, which is found in 
the daily newspaper, is extremely small. 

The editors of daily papers consider school news of sufficient im- 
portance to command place on the front page of the paper and com- 
ment in the editorial column. News of public school athletics, in 
fact, is often given an undue amount of space. 

It would seem, therefore, that public school matters are of such 
importance to the community as to place their emphasis in the daily 
newspapers at least on a level with the emphasis given to society and 
professional sport. This is not the case. 

Nevertheless, to the school administrator the fact must be evi- 
dent that the newspapers are furnishing a large amount of informa- 
tion about the public schools to the general public. This medium of 
school publicity is, therefore, worthy of his consideration, his study, 
and his cordial cooperation. 

The general summary and conclusions given above are based on 
a reading, analysis, and classification of 1800 newspapers in 25 dif- 
ferent states. 

MATERIAL COLLECTED AND METHOD USED 

Any selection of newspapers upon which a number count is to 
be based should include newspapers which offer a wide variety in the 
amount and character of the school news which they publish. From 
Table I, page 21 it is clear that this variety was secured. From the 
list of cities given in the Appendix, Table A, it is evident that the 
geographical divisions of the country are represented. The news- 
papers also are fairly distributed among the three population groups: 
nine cities from Group I (100,000 and over); eleven cities from Group 
II (30,000 to 100,000); and five cities from Group III (less than 



L6 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



30,000). The particular newspaper chosen in each city was arbit- 
rarily determined by selecting that paper which was reported in 
Ayer's American Newspaper Annual and Directory for 1921 as having 
the largest circulation. 

The Period The newspapers were subscribed to for the months of January, 

of Reading. February, and March, of 1921. All issues of each paper which were 

received were read. The non-arrival of certain issues through faulty 
mail service or other reasons accounts for the fact that the same num- 
ber of newspapers was not read for each city. The number of Sunday 
editions read is indicated in the tables. The period of time over which 
the newspapers were read does not include the opening or closing of 
the school year. At such times, school news in the newspapers 
would undoubtedly be heavier. The three months taken, however, 
probably represent fairly a period during which school news, unin- 
fluenced in amount by special occasions, appears in the daily press. 

In the number count, only articles dealing with local public 
school news were considered. These were classified as read under the 
following headings: Articles Constructive or Informational in Na- 
ture, Articles Sensational or Destructive in Nature, and Articles 
Dealing with Public School Sport. In addition, the number of arti- 
cles appearing on the front page, the number of editorials dealing with 
local public school matters, and the number of illustrations accom- 
panying school news aritcles were enumerated. 

Criteria for The judgment of the reader determined the classification of each 

Classification article. This personal judgment was guided by the following cri- 

of School News. teria: 



The 

Classification of 
School News. 



I. Constructive or Informational Articles. 

a. All announcements, reports of school activities, social 

events, and the like. 

b. News items having to do with the conduct and prog- 

ress of the school system, such as school building 
programs, items of school finance, curricula, and 
the like. 



c. News items evidently released by the school system 

such as school pages, school columns, signed arti- 
cles, and the like. 

d. Personal items relating to students or teaching staff. 
2. Destructive or Sensational Articles. 

a. All news "playing up" school scandal. 

b. News items in which the emphasis was placed on some 

fad or foible such as short skirts, rouge, hazing. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 17 

c. News items in which the school system was attacked 
without constructive suggestions. 

3. Articles Dealing with School Sport. 

Classification self determined. 

4. Editorials. 

Only such as dealt with local public school matters. 

DETAILED FACTS AND CONCLUSIONS 
Specific Conclusions Based on a Number Count of Newspapers 

IN 25 ClTIES A Number Count 

of School News 
As a result of the newspaper reading described, and from the ,- M Daily 
data tabulated in the tables, the following conclusions seem war- Newspapers. 
ranted. 



1. 



The number of local school news items found in the daily 
newspapers is large enough to warrant careful considera- 
tion. In 1800 newspapers from 25 cities, 5483 such 
articles or items were found. Individual cities vary in 
the number of items relating to school news, but con- 
sidered in the three population groups the variation is 
slight. 

2. School matters are evidently considered good news by the 

daily newspapers. 

3. The bulk of school news in the daily press is constructive 

or informational. Table I, page 21 shows that 64% 
of all school news items are of this character. Individ- 
ual cities vary considerably from this amount, but the 
variation of the three groups is negligible. 

4 The number of sensational items relating to school matters 
is extremely small. Only 5% of all school news items 
are of this type. Newspapers in cities of Group I are 
more prone to print this kind of news. 

5. The number of news items relating to school sport is rela- 

tively large. Of all school news items 30 % deals with 
sport. Newspapers in cities of Group II seem to spe- 
cialize heavily in news of public school sport. 

6. The proportion of school news considered of front page im- 

portance is small. Of all school news 5% is of front 
page importance. This varies little for all three 
population groups. 



18 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



7. Editorial discussion of school matters is fairly frequent. Of all 

the items relating to school matters 4% is found in the edi- 
torial column. Considering the limited space devoted 
to editorials, this percentage is relatively larger than the 
5% of school news items which appears on the front 
page. More editorials dealing with school matters were 
found in newspapers of Group I. 

8. About one in every ten items on school matters is accom- 

panied by an illustration. Cities of Group III fall 
short in the number of illustrations used. 

In Table I, page 21 the measure of school news is expressed in 
Tabulation terms of numbers of articles having to do with local public school 

of Number matters. In the count, one article is equivalent to any other arti- 

Count. cle, without reference to space. The table reports the frequency 

with which school news appears and, in so far as this element is con- 
cerned, is an indication of the importance of school affairs as news 
to the daily press. If anything, the number count reported falls 
short of the actual number of school news items appearing in the news- 
papers studied. No doubt some items were overlooked in the read- 
ing. 

The news items found in each issue of a newspaper were re- 
corded on a tabulating sheet similar to Form I, page 20. 

The results obtained are found in Table I, page 21. 



The 

Column-Inch 
Measurement, 



Specific Conclusions Based on Column Inch Measurement of 
Newspapers in 6 Cities 

I. The amount of space given to local school news by the daily 
newspapers is considerable. In 144 newspapers, 4645 
column inches of space were devoted to public school 



Cities of Group III lead in the number of column inches 
given to this kind of news. 

The space given to school news constructive or informa- 
tional in character is relatively large. Of all school 
news in the six newspapers studied 66% is of this charac- 
ter. Cities of Group II rank the lowest in this particular. 

The amount of space given to destructive or sensational 
news is extremely small Of all school news in the 
six newspapers studied 5% is of this character. Cities 
of Group III devote a relatively large proportion of 
their space to this type of news. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 19 

The amount of space devoted to public school sport is relatively- 
great. In the six cities studied 30% of the space de- 
voted to schools dealt with public school sport. Cities 
of Group II lead in the amount of space devoted to sport. 

6. The editorial column devotes considerable of its space to 

the discussion of school matters. In the six news- 
papers studied 4% of all the space devoted to local 
school matters is found in the editorial column. 

7. Much less space is given to local public school news than is 

given to either "Society" news or news of professional 
sport. Of 27,299 column-inches of space devoted to 
local school news, educational news other than 
local public, society news, and professional sport, — 
professional sport stood first with 42%, society news 
second with 31%, local public school news third with 
17%, and other educational news fourth with 9%. 

8. School news is well illustrated as compared with news of 

professional sport and society news. In the six news- 
papers studied, society news leads with one illustration 
to every 81 column-inches of space, local public school 
news second with one illustration to every 141 column- 
inches, and professional sport news third with one 
illustration to every 170 column-inches. 

School news items, items under the heading "Society", and Tabulation 
items relating to professional sport, were measured in six of the news- of Column-Inch 
papers included in the number count, two from each of the three pop- Measurement. 
ulation groups. These were chosen as typical of the larger group of 
25 newspapers. They were read for the month of February. The 
criteria for the classification of the school news articles were the same 
as those which governed in the number count: Under society news 
all items were included which were published in the newspaper under 
the heading, "Society News", "Social Happenings", and the like. 
The other classifications used are self-determining. The statement 
which was made relative to the accuracy of the number count can 
be applied to the columns-inch measurement. 

The column inches found in each issue of a newspaper were re- 
corded on a tabulating sheet similar to Form 2, page 22. 

The results obtained are found in Table II, page 23. 



20 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



FORM 1. 

TABULATING SHEET FOR THE NUMBER COUNT OF SCHOOL NEWS ITEMS 
IN DAILY NEWSPAPERS 



AKRON 


Dec. 


1-2-3-^5-6-7-8-9-10-11-12-13-14-15-16-17-18-19-20-21-22-23-24-25-26-27-28-29-30 


BOISE 


Jan. 


31 


BUFFALO 
CANTON 


Feb. 
Mar. 




LOC. LOC. LOC. LOC. INF. OR SENSAT. SPORT 


DAVENPORT 


Apr. 


1st PG. ILL. EDIT. CONSTR. destruc. 


DENVER 
DES MOINES 


May 
June 






DETROIT 


July 




GREAT FALLS 


Aug. 




HAVERHILL 


Sept. 




LINCOLN 


Oct. 




LONG BEACH 


Nov. 




MANCHESTER 






MUSKEGON 






NEWARK 






OAKLAND 






ROCHESTER 






ROCKFORD 






SALT LAKE 






SAN DIEGO 






SCRANTON 






SEATTLE 






SPOKANE 






WHITE PLAINS 






WICHITA 







NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



21 



w £ 

<! P- 1 

n CO 



p 
b 

Eh 
CO 

a 

K 

CO ^ 

•-h La 

o o 

n « 
w 3 

w s 



■8 s K 
If s~ 



g o-S-g o 






ft-o 1 , 



ilill 



r-i <n in in co co 



in © co I •»* »o t» co io 



■* t^.CN'* IN lO^"* 



■H<(N*OHHr~iNt"^CO 

h c« cn •* cn in -* <n 



■^■^■rt<t>-»-4»OCDt>-t^l^00 
HCN-* MW« i-ii-ltN 



(NOJOlOJt^lM^COr-l 



:~ a 8 s 



■*05tDONH-*OCO 



^> OS 

fsjl 









O^iOOOCONOiOO 



ONOOONOHO 






c 2 a 



- § 



qj a> -3 a> a> 

=5 — ^ S * =3 =3 <c u=. 

T3 fc*T3 "*S'3"C^ 'o CO 
— ° '.£ — 03 S S "3 03 



IN IN CN ■* CM CM CM SO OS IN 



CO to 

OMNN I WCOINCO 



T-ltNCd<>C«Ot~0CCS 



a 
M m .2 

c°i - 

3 © ° „ 3 

"S a O 
Ph 



^ © ^o . 



iraCNfOJ^COOOiOlOOSlO 
lO^IN lO IN CO ■* CO CO IN 



ccot-^eMcMweooocoto 



<NCOCJ>t^»-*iQ©(Nt~00Ci 
<*W(DCC*NiOlOiO«m 



...•CPCiHl^.(N 
CO— ii-.rilNCN-H/'CM'-'lNCM 



HOHOCIOOOHOM 



■*OMH(N 



■H^^CO CO 



NNIO* 00 



TJ<C0CO»OCOCNC500'-H©CO 
00t>-00CO00WD<OQ0r~r~ 



03 co 03 "^ 03 as ~0 03 o3 

h his a US a is is 

a a a* p c * c fl 

<l> co oo tic aiaJbC^^ 

aoo p 3 oocuo 

.CCC^ g J2 _C W ^ .g c§ 

"£"£"£ fc-8>t!"S £ "£ t«o 

OOOW^OOOjOOoJ 



©HCMCO'H*»O<Ot~00a3© 



CO t^ CO >-H •* 



IO CD OS "0 00 
CD ir?t^ ic 00 



©COCN ~00 

i-H r-l CO —I i-l 



0>-h OO O 



©t~T)< oh 
cor- CO *C CO 



3 3 „ V 
o3 c3.S 
co co ~3 : 






■-1 CN COrfin 
IN IN CN CN CM 



a© © S 
3© _o j 3 
o«>S© o a 

.to 0-0 

<JCO H h-i 



ahoS 
3 m 2 3 
tn co © o 



03 Ph 



&_3 
o" 



•3 fc 



22 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



FORM 2. 
TABULATING SHEET FOR COLUMN-INCH MEASUREMENT 
PAPER DATE 

I. LOCAL EDUCATIONAL NEWS. 



II. EDUC. NEWS OTHER THAN PUBLIC LOCAL 



EDITORIAL 



ATHLETIC 



CONSTRUCTIVE 



NON-SOCIAL 
INFORMA- 
TIONAL OR 
ANNOUNCE- 
MENT 



SOCIAL 



SENSATIONAL 



CUTS 



No. 



In. 



Pg. 



Pos. 





No. 


In. 


Pg- 


Pos. 


COLLEGE 










STATE OTHER 

THAN 

NATIONAL 










NATIONAL 










NON-PUBLIC 
LOCAL 











TOTAL 



Phot. Graph. 



TOTAL 

III. SOCIETY NEWS (SO LABELED) 



IV. SPORT OTHER THAN PUBLIC LOCAL 



No. In 



Pos. Phot. Graph. 



No. In. Pg. 



Phol. Graph, 



TOTAL 



TOTAL 



REMARKS: 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



23 



TABLE II. 

SPACE DEVOTED TO LOCAL SCHOOL NEWS COMPARED WITH THAT DEVOTED TO SOCIETY, 
PROFESSIONAL ATHLETICS, AND EDUCATIONAL NEWS NOT PUBLIC LOCAL 
1. NEWS DEVOTED TO THE LOCAL PUBLIC SCHOOLS IN COLUMN INCHES 

















Percent 


Percent 


Number 












Percent 


Percent 


oj Sen- 


oj Ed- 


"J 












of Con- 


of 


sation- 


itori- 


Cuts 








Number 




struc- 


School 


al or 


als on 


Used 






Number 


Sunday 


Total 


tive 


Ath- 


Destructive 


Local 


With 




Population 


Papers 


Edi- 


Column 


School 


letic 


School 


School 


School 


CUy 


Group 


Read 


tions 


Inches 


News 


News 


News 


Matters 


News 


A 


Group I 


23 


2 


315 


63 


35 


1 


23 


3 


B 


Group I 


24 





440 


67 


31 


2 


6 


9 


C 


Group II 


28 


4 


904 


37 


61 


1 


2 


11 


D 


Group II 


24 





901 


47 


48 


5 





5 


E 


Group III 


23 





1129 


86 


11 


3 


4 


3 


F 


Group III 


22 





956 


86 


7 


14 


3 


2 


All 6 Cities 


144 


6 


4645 


66 


29.5 


5 


4 


33 



2. EDUCATIONAL NEWS OTHER THAN LOCAL PUBLIC SCHOOL IN COLUMN INCHES 











Total 


















Column 




Percent 














Inches of 




oj 




Percent of 








Number 


Educational 


Percent 


Slate 


Percent of 


Non-Public 






Number 


Sunday 


News Other 


of 


Educa- 


National 


Local 




Population 


Papers 


Edi- 


Than Public 


College 


tional 


Educational 


School 


CUy 


Group 


Read 


tions 


Local 


News 


News 


News 


News 


A 


Group I 


23 


2 


524 


85 


1 


7 





B 


Group I 


24 





604 


80 


29 


6 


1 


C 


Group II 


28 


4 


764 


67 


6 


15 


12 


D 


Group II 


24 





495 


72 


19 


5 


5 


E 


Group III 


23 





105 


31 


38 


30 


— 


F 


Group III 


22 





42 


100 


— 


— 


— 


All 6 Cities 


144 


6 


2534 


74 


16 


10 


5 



3. SPORT OTHER THAN PUBLIC SCHOOL IN COLUMN INCHES 











Total Number 








Number 


Number 


Column Inches 


Number of Cities 




Population 


Papers 


Sunday 


Devoted to Sport Other 


Used with Sport 


City 


Group 


Read 


Editions 


Than Public School 


Neios 


A 


Group I 


23 


2 


3577 


13 


B 


Group I 


24 





914 


11 


C 


Group II 


28 


4 


4461 


39 


D 


Group 11 


24 





1469 


2 


E 


Group III 


23 





1026 





F 


Group III 


22 





128 


3 


All 6 Cities 


144 


6 


11575 


6S 



4. SOCIETY NEWS IN COLUMN INCHES 











Total Number 








Number 


Number 


Column Inches 


Number of Cities 




Population 


Papers 


Sunday 


Devoted to 


Used with Society 


City 


Group 


Read 


Editions 


Society News 


News 


A 


Group I 


23 


2 


2141 


52 


B 


Group I 


24 





968 


20 


C 


Group II 


28 


4 


1520 


20 


D 


Group II 


24 





2243 


11 


E 


Group III 


23 





1246 


3 


F 


Group III 


22 





427 





All 6 


Cities 


144 


6 


8545 


106 





5. SUMMARY TABLE IN COLUMN INCHES 






Total Column 
Inches Devoted 
to All Four 
Items 


Percent of 
Local Public 
School News 


Percent of 

Educational 

News Other Than 

Local Public School 


Percent 
of 

Society 

News 


Percent of 
Sport News 
Other Than 
Public School 


All 6 Cities 27299 


17 


9 


31 


42 



HMt^HlflllNyiUWimiU^tMILti 



j!;OttormiT^y J 




NO REASONABLE OBJECTION can be raised to the 
demand of the Seattle school authorities that stu- 
dents in the High Schools should pass in three out of 
four subjects in each semester. 

The courses of study in these institutions are not 
notably difficult. 



The Tucson Citizen 



ASSOCIATED PRESS LEASED WIBE EVEuI WBBK DAX 

UNITED PBB69 LEASED WIBB STJNDAI MOBKTJIO 

Member 

AMERICAN KEWSPAPEB PXTBLISHEBS' ASSOCIAIIOlt 

AUDIT BOBBATJ OF CntCTJItATIOll 

ARIZONA DAILY KEWSPAPEB AB90CIATIOH 



BOISE SCHOOLS 

The Btjiteafnaa publics at the re- 
quest of correspondent figures that 
1 with actual and proposed 



Moreover, it is rare to fin 
ders. The High School student 
relaxation. But the comparat 
must not be inverted. 

Nothing must be allowed 
for which H igh Schools and .cr 



llh actual and proposed expend- 1 .. - 

of the Boi«e eci-ooi district. Igpokane Can Not Atrord 

to Make Her Schools V 



Thoy we/e given by the president 

Miq school board and are as follows: i 

For year ending June • | With the defeat ol' the *hn..l cotle. S| 

ao. lam »2S3,20i.2» -schools are facing a teacher folium- lor tin 

ft^ZT^'.T.wwiM 'I 922 tenn - wording to ll.e wport of sch. 

Estimate' for .year end- Eicials. 



Fuollslisd •Terr week-day evening and Bonder morning at Tao ,,.,..„ __ , ._ , - _.. , ,,„ a 

ina by The Cltlien Publishing Company. AddreM »U communlcetl 4LL HONOR TO NEAR CHAMPS. 



Building. Entered 



The Associated tress Is exclusively entitled to the nM of rejrablle«l'-> b »na Saturday night an. 
of aU net., dispatches credited to It or not otherwise credited in this B«t» a- whisker in the final 
and also the local news published herein. B 3 I ! — — 




the Marlon five. 1 
nly lost first hono 
>t the championship „ Q UR CHILDREN 



SUPPORT THE HIGH SCHOOL 

,„ Wnlte Plain. Daily Record and White Plains Dally Arj 
CUPT. C. T. ROSE of the Tucson schools, in today's Citi- „ u , Official city and County Newspaper 

zen, states definitely just what his views are as to the con-"' 11 
struction and uses of the proposed new high school for Tucson. co 

In promising the readers of The Citizen on Thursday 

that such a statement would be submitted to them today, 

thiough The Citizen by Mr. Rose, we said: 

"Wc prophesy Ills state of mind in advance of Sun- 
day far enough to assort that we expect it to be such n 



MUST NOT LO 
THEIR HER1L! 



Published Every Business Day By 
— THE — 

White Plains Publishing Co. 

(INCORPORATED) 
Marlon Bldg., 148-150-152 Martlne Ave. Telephon 

Entered as second-class matter May 9, 1918, at the F 
Office at White Plains, N. Y n under the 
Act of March 3, 1879. 



N c 



MAH, SOBSCBIPTIOM BATM- 



Erenln. Wwi 1 



SCHOOLMASTERS AND ASHMEN 
The council has lost no time in tak 
lug full advantage of the decision ol 
the Court of Appeals in the Buffalo $ a not 
school case It went so far at yes- lhttc 



neeting, when the budget 
was adopted, as to fix the salaries of 
employes of the department of edu- 
cation, lhi» despite the objection of 
Commissioner Craves. I 

Salary increases were proposed fo 
tc.eral worker? in the public srhoQ 
tn recognition of long and faithfi' 
service The high ground of th . 
commissioners' endeavor was pel]. 

Wich ita Daily Eagle |:: 



Ajgojnjr to be spent 
TO SPEAK WELL. 

Educational devices, like almost j 
everything else, are a matter ofj 
development. They do not come 
into being full-grown; nor do they| 
attain a state of perfection over- 1 
night There are devices that can 
be rejected at once because they 
meet the demands, and 
others which with a little 



TO CONSIDERATION Oi 

omy can or will jnst 

drastic curtailment of 

t ioo&l appropriations being 

upon the state Legislators. 

THE SCHOOLS RE-I 

kins' in<i*l imnortaiil 
s its* •Iimh-i: .main toting 



Foreign Representative: Geo. B. David Co., 



White Plains, N. Y., Thursday, February 24, 1921 



■ liiiu 



SCHOOLS » 

eadjustment may be made tot The people of this city are faced by a fact that' 
vork with great success. needs to be met with serious consideration on 

To the latter class belong the] tne p art f everyone It exists in the public 
schools. 

According to Superintendent of Schools 

nri %*l Lumbard there are now 1800 children on part 

e cor- time. More than one third the total of school 

children in the city! Nearly one-half the boys 



j TO FIND THE RIG! 

i The conditions out ot 
' so-called part-time ci 
' school has grown 



of school a real need 
every community. It : 
more than ever essentia 
boys and girls, when th. 
work, should be helped • 
selection of the work 6 
training for it by son 
organized guidance. 

There is in the life o: 
vidual little elserthat Is. 
portant than the fintlji 
right job, the work (or 
is qualified. Not a' ft 
tragedies of middle an 

THE TIMES WARMLY COMMENDS the drastic ' g-J-wbicn come to JiehL . 
retrenchment prograir 



CHILDREN'S MdHALS. 

ie of Tho Journal's correspond 

>rs a plea for vigorous and d< 

al Instruction in the school. 

3 of right and wrong, says the cor- 

tnndent, should be brought home as 

a,;™"rr«1u.^"hich"r.'and girls of White Plains receiving their- educa- 
i principle, chalk downright maxima tion in a haphazard sort of .way, due to the fact 

ttat blackboard for memorliing, and -j — a. *j - - -«- "- '-- - ■ ""** 

hen children rome forward with honest QJJ^ SCHOOL EXPENSES LAST! ,„. 

ma meet thorn openly C 
regarded as moralistic i 

d m the siMiflcation of our morn - retreilcDment program advocated before the 

l>uritang may have heen dour ■ 






Fi nish i t 

The Roosevelt Intermediate .school, 
largest and handsomest of Wichita's 
public school buildings, is about half 
finished, and work unon it has been 
abaodoned fc T-be bulidtuE Is Mql« 



state House yesterday by Speaker E. H. Gule— 
:r bnt demands that this I retrenchment shall not be at 
. the expense of the school children of Washington. 
) Cut, by all means, and in every possible direction! 

I The public demands vigorous action. The noces- 

I si ties of the taxpayers of Washington command It. 
As Mr Quie significantly declared: "If this Re- 
publican Legislature falls to curb the useless increas- 
ing slate Indebtedness and the consequent tax burden, 
it would be well had we never convened.'* 

There Is only one inference to ho drawn from h«o 



Intelle 



T.HE chief defect • 
excess of instruc 
in in, but we do no' . 

may take them or leave • 
■they .are useless in the >**■ 



SCHOOL MATTERS DISCUSSED IN THE EDITORIAL COLUMN 



CHAPTER III 

SCHOOL NEWS FROM THE EDITOR'S VIEWPOINT 



GENERAL STATEMENTS 

From a study of the material contained in Chapter III, the fol- 
lowing conclusions have been drawn. 

School items have real news value to the daily press. 

School systems are cooperating to some extent with newspapers 
in the collection of school news. 

A large amount of school news is being collected by newspapers 
independently of the school organization. 

To a considerable extent, school reporters are furnishing school 
news to the newspapers. 

The type of school news published in the daily newspaper is to 
some extent determined by the size of the city. 

School pages and school columns are not common types of school 
news. 

Special feature ^articles, high school notes, elementary school 
notes, and Parent-Teacher Association notes are the most common 
types of school news. 

Public school athletic news is given undue emphasis in the daily 
press. 

The best type of school news is that which has news value in 
itself. 

School news should not in general be placed in departments. It 
should take "the run of the paper" and compete with other news for 
position. 

In general, newspaper editors do not approve of charts and 
graphs in school news. 

The use of illustrations in connection with school news is influ- 
enced in large newspapers by the amount of space available, and in 
small newspapers by the expense entailed. 

Newspaper editors evidently desire the cooperation of school 
officials in the publication of school news. They believe in it and 
are willing to print more school news of the right sort. 

In general, school people have not learned the technique of news- 
paper writing. They do not recognize the elements which make for 
news interest. Their writing style is not suited to the newspaper. 
They do not know how to prepare copy properly. They do not col- 



26 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



lect news systematically nor deliver it promptly. There is a very 
definite body of rules and suggestions for the proper preparation of 
newspaper copy. 

The person responsible for preparing school news for the daily 
newspaper should adopt a friendly, cooperative, working basis with 
the newspaper organization. He should make himself familiar with 
the style and practices of the particular newspaper for which he is 
writing. He should perfect himself in the elements of news prepara- 
tion as listed in the paragraph above. 

Newspaper editors in general are without question interested in 
school news. They are sympathetic toward public school systems. 
They are willing to meet the school people more than half way in 
putting before the public information relative to the public schools. 

The general summary and conclusions given above are based on 
the information submitted by 98 editors representing 40 different 
states. 



MATERIAL COLLECTED AND METHOD USED 

H ow t h e A question sheet was sent out to the editors of 200 daily news- 

Editor's papers. These newspapers represented every state in the Union, and 

Viewpoint were proportionately distributed among the three population groups 

Was Secured. mentioned in the previous chapter. Replies were received from 98 

editors, approximately 50%. The editors replying were located in 
40 different states, and fairly represent all three population groups. 
A list of the newspapers cooperating is given in the Appendix, Table 
B. A large number of personal letters was received in connection 
with the returned question sheets. In practically every case the in- 
formation given was signed by the editor himself. 

A conscientious attempt has been made to report the opinions 
of the editors exactly as they were given. Wherever possible, their 
very words have been quoted. The cooperation and keen interest 
which the editors of these representative newspapers have shown in 
the subject of the study, have made it possible to present an authori- 
tative body of fact and opinion, representing the thought of those 
who are responsible for the conduct of the daily paper. 

The question sheet sent to the editors is reproduced as Form 3, 
page 37. From it the exact wording of the questions can be 
determined. 

Note: All tables are numbered or lettered in such a way as to refer to that portion of the 
question sheet upon which they are based. For example, in Table III, the Roman numeral I at 
the left side of the table and the Arabic numerals 1-2-3-4-5-6, at the head of the columns, indicate 
that this table is based on the Question Sheet sent to the Editors, questions I, 1, 2,8,4 5, 6. 
This method of designation will enable the reader, in the case of all tables, to identify the exact 
words in which the information tabulated was requested. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 27 

DETAILED FACTS AND CONCLUSIONS 
Specific Conclusions Based on the Reports of 98 Editors 

I. The most common method used by newspapers in collect- How Newspapers 
ing school news is the assigning of a reporter to cover Collect 
the school system. Table III, page 38 shows that School News. 
39% of the newspapers use this service daily, and that 
19% use it irregularly. A larger percentage of news- 
papers in Group II use this method. 

2. The second common method used by newspapers in col- 
lecting school news is the employing of paid student 
reporters. Table III shows that 17% of the news- 
papers use this service daily and that 32% use it ir- 
regularly or at intervals which were not specified. It 
is used most commonly by newspapers in cities of 
Group II. 

3. The superintendent of schools is the third most important 
source of school news to the newspapers. Table III 
shows that 49% of the newspapers are furnished news 
by the superintendent of schools. In most cases this 
news is furnished irregularly. Newspapers in cities of 
Groups II and III more commonly receive news from 
the superintendent than those in cities of Group I. 

4. Paid teacher reporters are very little used by newspapers. 

Table III shows that only 2% of the newspapers use 
this service. 

5. Few newspapers employ an educational editor. Table III 

shows that only 10% of all newspapers employ one. 
Most educational editors are found with newspapers in 
cities of Group I. 

6. About half of all newspapers receive news from individual 

schools. Table III shows that 46% of the newspapers 
reporting get school news from this source. Practi- 
cally all of it is furnished irregularly. 

7. In most cases the newspaper depends upon definite re- 

porters and paid student reporters for daily news ser- 
vice. Table III shows that only 3% of the newspapers 
get school news daily from the superintendent. 

8. Newspapers evidently do not believe in collecting school 

news weekly or monthly. Table III plainly indicates 
this fact. 



28 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 

9. Newspapers collect a large part of their school news irreg- 
ularly. Table III shows that 19% of the newspapers 
assign reporters to school news irregularly and that 
31% of the newspapers get school news from the super- 
intendent irregularly. The figures in Table III under 
the heading "Service Unspecified" should probably be 
included under "Irregularly". 

10. About one half of the school systems are making little or 

no effort to furnish school news to the newspaper. 
Table III shows that 45% of the superintendents and 
that 46% of the individual schools furnish no school 
news to the newspaper. 

11. The size of the city evidently has little effect upon the 

method of collecting school news, with the following 
exceptions: Newspapers in cities of Group I use the 
least number of student reporters. Newspapers in 
cities of Group I employ most of the educational 
editors. 

Specific Conclusions Based on the Reports of 98 Editors 

The Types I. The school page is not a common type of school news. 

0} School News Table IV, page 39 shows that only 12% of the news- 

Found in Daily papers use this type. Newspapers in cities of Group I 

Newspapers. use it most commonly. 

2. The school column is not a common type of school news. 

Table IV shows that only 14% of the newspapers pub- 
lish this type. The daily publication of the school col- 
umn is most common in newspapers of cities in Group I. 
It is published in only 4% of all newspapers. 

3. Special feature articles are used by about one half of the 

newspapers as a type of school news. This type is 
reported about equally often by newspapers in cities of 
all three groups. The most common practice is to pub- 
lish these articles irregularly. 

4. More newspapers report the use of high school notes than 

any other type of school news. Table IV shows that 
70% of all newspapers publish this type of school news. 
The most common practice is to publish it daily or ir- 
regularly. Newspapers in cities of Group II lead in the 
daily publication of school notes. Newspapers in cities 
of Group III lead in the irregular publication of school 
notes. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 29 

5. Elementary school notes are reported by about one half of 

the newspapers as a type of school news used. Table 
IV shows that the largest percentage of all newspapers 
publish this type irregularly. Newspapers in cities of 
Group II lead in the daily publication of elementary 
school notes. Newspapers in cities of Group III lead 
in the irregular publication of elementary school notes. 

6. Public school athletic news is featured as a department by 

about one half of the newspapers. Table IV shows that 
newspapers in cities of the three groups vary little in 
the number of times which they report this type used 

7. Parent-Teacher Association notes are used by about one half 

of the newspapers as a type of school news. Table IV 
shows that newspapers in cities of the three groups vary 
little in the number of times they report this type of school 
news. The most common practice is to publish Parent- 
Teacher Association notes daily or irregularly. 

8. On the whole school news appears in the daily newspaper 

either daily or irregularly. Table IV shows that very 
little school news is published weekly with the excep- 
tion of the school page and high school notes, that prac- 
tically no school news is published monthly, and that 
there is practically an equal division between daily pub- 
lications and publication irregularly. 

Specific Conclusions Based on the Reports of 98 Editors 

1. The proper position of school news in the daily newspaper The Proper 

is wherever its news value warrants. In newspaper Position of 
parlance, it should take "the run of the paper". School News 

in the Daily 

2. In the opinion of newspaper editors, departments in the ^ ews p a p er _ 

daily newspaper are undesirable and are fast going out 
of use. 

From the replies received in answer to the question "What is 
the proper position of school news in the daily newspaper?" there is 
no doubt but that the majority of newspaper editors are unfavorable 
to special departments. Their arguments against such special de- 
partments are these: They are expensive to maintain; they in- 
terfere with the make up of the paper; and, last, they are not effective. 
So far as school news is concerned, the editors expressed the opinion 
that no one reads a school department in the newspaper unless he is 
already interested in the schools. As one editor expressed it: 
"You don't want to fish for those that you've already hooked". 



30 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



The Value of 
Illustrations 
to School News 
in the Daily 
Newspaper. 



The editors were nearly unanimous in the opinion that school news 
should compete with all other news for space and position. If it is 
of first page news value, then it should go on the first page. On the 
other hand, to quote again, "If it is of no value, as is so often the 
case, it should go into the waste basket". The position of school 
news is presented in Table V, page 40. 

Specific Conclusions Based on the Reports of 98 Editors 

1. Many editors believe that illustrations are of no value to 

school news. About one third ot the editors of news- 
papers in cities of Groups I and II and about onehalf of 
the editors in Group III assign no value to illustrations. 

2. The item of expense enters into the matter of illustrations. 

From the letters received it is evident that in the 
smaller cities of Group III the item of expense influences 
the opinion expressed as to the value of illustrations. 

3. Some editors are of the opinion that the school system should 

furnish the cuts for illustrations. 

4. The editors frequently stated that illustrations of persons 

or of action are much more valuable than illustrations 
of buildings, grounds, etc. 

5. Probably the keen competition for space in large newspapers, 

and the item of expense in small newspapers, influence 
the prevailing opinion as shown in Table VI, page 40 
that illustrations are of little or no value to school 
news in the daily newspaper. 



Specific Conclusions Based on the Reports of 



Editors 



The Value I. In general, newspaper editors do not believe that charts 

of Charts and and graphs are of much value to school news in the daily 

Graphs to newspaper. Table VII, page 41 shows that editors of 

School News newspapers in cities of the three groups agree very 

in the Daily closely in this opinion. About 5% of the editors char- 

Newspaper. acterize charts and graphs as actually harmful to school 

news. Approximately 70% assign to them little or no 
value. About one-fourth of the editors consider that 
they have some value. 

2. In letters received from the editors, the opinion was ex- 
pressed that charts and graphs are adapted to specially 
trained readers, but that the average reader pays no 
attention to them. This opinion may be due to the 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 31 

kind of charts and graphs which have been submitted to 
newspapers. If, however, simple charts or graphs 
which contain the elements of the picture in them 
were used, perhaps they would appeal to the general 
newspaper reading public. The average newspaper ed- 
itor has probably had little experience with this type of 
graphic representation. His very definite opinion, 
therefore, may be biased. 

Specific Conclusions Based on the Report of 98 Editors 

1. Newspapers would use more school news if it were furnished The Demand 

to them properly prepared. Table VIII, page 41 for School News 
shows that 77% of the newspaper editors definitely by Daily 
stated that they would use more news of this sort. Newspapers. 
Only 6% submitted no answer. 

2. Newspapers in cities of Groups II and III are evidently 

more desirous of school news than those in cities of 
Group I. This is plainly indicated in Table VIII. No 
doubt the stronger competition for space in newspapers 
of the larger cities causes less demand for school news. 

3. In many of their letters, editors expressed regret that school 

systems were not cooperating with newspapers in fur- 
nishing school news to the public. 

4. The majority of editors expressed their belief in the news 

value of school matters and in the desire of the news- 
paper reading public to get this kind of news. 

5. Many editors expressed the opinion that only by intelli- 

gently informing the public of school matters through 
the daily press can school officials hope to get proper 
financial support for the public schools. 

On the question sheet sent to the editors, they were asked, first, The Preparation 
to list some of the common faults of news copy furnished by school of School News 
people, and, secondly, to state five or six rules or suggestions which for the Daily 
will be of benefit to school people in preparing news for the press. Newspaper. 
The large number of replies received in answer to these questions, 
indicates the interest which the editors took in the study, and their 
willingness to assist in the problem of preparing school news for pub- 
lication. The replies to both questions were carefully noted and 
classified together under certain main headings. As far as possible, the 
exact words of the editors have been quoted. This compilation 
needs no comment except to emphasize the fact that, coming from a 
large number ofrepresentative newspaper editors, it presents to the 



32 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 

school administrator a body of rules and suggestions which will be of 
great value in the preparation of school news for the daily newspaper. 
The experience and newspaper practice which lie behind these rules 
and suggestions give to them unusual weight. 

RULES AND SUGGESTIONS FOR THE PREPARATION OF SCHOOL 
NEWS IN DAILY NEWSPAPERS 

From the Reports of 98 Newspaper Editors 

III-2 

Rules for l% SUBJECT MATTER. 

Preparing 

School News. ( a ) "Write news, not propaganda — news is something hap- 

pening, an event of some sort, not an argument to 
prove or disprove some theory or proposition." 

"Give information rather than advice or instruction." 

(b) Be accurate, truthful, meticulously exact as to facts, 

names, and details. 

(c) Write news for the public and not for the purpose of per- 

sonal exploitation. 

(d) Names have great news value. 

"A story about an individual is always better than 
group facts." 

(e) "Eliminate favoritism and personalities in preparing 

articles." 

(f) "Eliminate inconsequential details, trivial happenings, 

commonplaces in general." 

"Don't overemphasize nonessentials." 

(g) "Run in a humorous phrase when it doesn't hurt anybody 

and when it does not spoil the text." 

(h) "Make the story appeal to the average reader — more 
human stuff." 

(i) "News should be written from the standpoint of the public, 
not from the standpoint of the school." 

(j) "In general avoid submitting the achievements of pre- 
cocious children unless the newspaper invites such 
contributions. Remember that every parent im- 
agines his child to be a marvel." 

(k) "Give the news about exceptional pupils, the latest ex- 
periments in education, and the like." 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 33 

2. NEWSPAPER STYLE. 

(a) "Study the style of the newspaper and follow it." Rules for 
"Make every contribution interesting by employing Preparing 

newspaper rather than literary diction." School News. 

"Write news, not literature." 

(b) "Use news style as distinct from editorial style." 
"Avoid the expression of opinion — merely recite what 

happened without interpreting what it means." 

"Do not usurp editorial prerogatives by calling the 
attention of the public to school needs. Acquaint 
the editor with such needs and let him do the cru- 
sading." 

"News is not editorial discussion." 

"Give facts, not opinions." 

"Get away from the academic." 

"Get out of the idea of 'we' and 'our'." 

(c) Use a simple style. 

"Keep away from the technical and get down to simple 

terms." 
"Avoid attempts at 'fine writing'." 
"Use more American and less English." 
"Be concise." 

"Write clearly and to the point." 
"Use short words instead of long ones." 
"Avoid the use of too many adjectives." 
"Use fewer capital letter." 
"Don't be flamboyant." 
"The public does not want 'fancy work' in news — just a 

simple statement of facts." 
"Do not write in an ornate or didactic style — make it 

snappy." 

(d) Be brief. 
"Make it short." 

"Make it brief and snappy." 

"Don't use too many words to say little." 

"Don't be verbose." 

(e) "Get the main fact into the first paragraph." 

"Get the gist of the story into the 'lead' and avoid mis- 
taken headlines." 

"Write the story in the first paragraph and let the details 
follow." 

"State principal facts first." 

(f) Avoid repetition. 



34 NEWSPAPER PUBL ICITY FOR THE PUBLIC SCHOOLS 

Rules for 3. NEWS SENSE AND NEWS INTEREST 

Preparing 

School News. ( a ) "Develop a news sense and a sense for 'human interest' 

stories." 
"Learn to spot 'news' when seen or heard." 
"Learn what live news is and stick to it. The public 

can't be interested by long drawn out essays." 
"It is the unusual that makes news." 
"Realize the value of the news feature article." 
"In writing news items, feature the unusual." 
"Stress the strange, the odd, the unusual." 
"Write about those things only which actually possess 

the elements of general interest." 
"Learn to see the 'story' in the news." 
"Regular routine matters do not interest readers." 
"Keep the paper informed of all innovations." 

4. THE COLLECTION OF SCHOOL NEWS 

(a) "Establish a publicity department that will act as a 

clearing house for the school news of the entire 

system." 
"Organize publicity within the school system and prevent 

much school news of interest from being lost." 
"A press publicity department for schools in every city 

would be a grand institution." 

(b) "Assign to one teacher in each school the collection and 

preparation of school news. Have it turned in to 
some central office where it will be available daily to 
the press." 

"Make somebody in each school responsible for the news 
of that school." 

"Have each room appoint a press agent." 

"Have teachers direct the writing of school news by pu- 
pils and give them school credits for work produced." 

"The Board of Education should make it compulsory for 
some one in each school to send daily to the news- 
paper or to the superintendent a news digest." 

(c) "Engage a skilful newspaper photographer to supply pic- 

tures for school news." 

(d) Collect news systematically — not hit or miss. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 35 

(e) Cooperate with the newspaper organization. Rules for 

"Remember that the newspaper is willing to cooperate P fe P ann Z 

but expects cooperation." School News. 

"Remember that a newspaper must pay its way, and 

don't expect too much space." 
"Don't suppress news just because it seems to reflect 

against the schools. Such action turns cooperation 

into a scrap between the editor and the school au- 
thorities for the news." 
"Keep in close touch with editorjand reporters.]:; They 

will appreciate being called on the phone and told of 

anything that looks like news." 
"Gauge your contribution by the size of the paper and the 

space allowed other public activities of a local 

nature." 
"Welcome representatives of the press, deal with them 

frankly, and tell them the truth." 
"Don't be backward about calling the attention of the 

press to the schools." 
"Establish cordial relations with the press." 
"Don't find fault and criticize when the editor finds it 

necessary to alter or change news." 
"Keep in mind that newspapers have to be edited in the 

newspaper office." 
"When school people acquire a liking for the aroma of 

printer's ink, school news will cease to be a fizzle and 

tax payers will stop kicking at school appropriations." 
"Don't be partial to one newspaper in the community. 

Use them all alike." 

5. THE DELIVERY OF SCHOOL NEWS. 

(a) Get school news in on time. 

"Deliver the news promptly." 

"Give news as far in advance as possible." 

"Announcements are worth more than reports both to 

school and newspaper." 
"Get news in the day it happens if possible. Dailies like 

fresh stuff." 
"Don't let news get cold." 
"Don't let news become ancient history." 
"News value depends largely upon recency of happen- 

ing." 



36 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 

Rules j or (b) The use of the phone for transmitting news tends toward 

Preparing inaccuracy. 

School News. 

6. THE MECHANICS OF SCHOOL NEWS COPY. 

(a) "Use paper for copy 8| by 6\ with lines running the long 

way. The size of the linotype keyboard determines 
this, not the whim of the editor." 

(b) Use one side of the paper only. 

(c) Typewrite all copy or write it clearly. 
"Submit clean copy." 

(d) Double space or triple space your copy. This is a great 

benefit to the editor. 

(e) Don't write the headline. 

"Leave one third of your title page blank for the use of 
the newspaper headline writer." 

"Headline writing is a technical newspaper function." 

"Don't disgust the editor by writing the headline for 
him." 

"Material for a headline should be found in the first 
paragraph or 'lead' of copy." 

(f) "If a name is spelled in a peculiar manner, write 'correct' 

after it." 

(g) "Use as few capitals as possible." 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



37 



FORM 3. 

QUESTION SHEET SENT TO NEWSPAPER EDITORS 

IMPORTANT— I have WORKED on This Form to make the ANSWERING OF IT AS LITTLE WORK FOR YOU AS 
TO YOU. POSSIBLE. 

IMPORTANT— The answers to these questions should deal ONLY WITH THE SCHOOL NEWS OF YOUR LOCAL PUB- 
TO ME LIC SCHOOL SYSTEM. 



NAME OF NEWSPAPER CITY 



STATE. 















Yes 


No 


Daily 


Week- 

ly 


Month- 

ly 


Irregu- 
larly 


O 


o 


o 


o 


O 


o 


o 


o 


o 


o 


O 


o 


o 


o 


o 


o 


O 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 


o 



Please Answer By Checking In the Circles. 

1. Do you assign DEFINITE REPORTERS to cover LOCAL 
SCHOOL NEWS? 

2. Is there an EDUCATIONAL EDITOR ON THE STAFF 
of your Paper? 

3. Do you employ PAID LOCAL TEACHER REPORTERS 
to furnish School News? 

4. Do you employ PAID LOCAL STUDENT REPORTERS 
to furnish School News? 

5. Does the SUPERINTENDENT OF SCHOOLS furnish you 
PREPARED SCHOOL NEWS TO PUBLISH? 

6. Do INDIVIDUAL SCHOOLS furnish you PREPARED 
SCHOOL NEWS FOR PUBLICATION? 

7. Would you use MORE SCHOOL NEWS IF IT WERE 
FURNISHED TO YOU PROPERLY PREPARED? 



II. Please Check In The Squares The Departments Which Are Found In Your Paper. 

1. A SCHOOL PAGE devoted mainly to the News of your 
LOCAL SCHOOL SYSTEM? 



2. A SCHOOL COLUMN devoted mainly to the News of 
your LOCAL SCHOOL SYSTEM? 

3. SPECIAL FEATURE NEWS ARTICLE dealing with 
some phase of the LOCAL SCHOOL SYSTEM? 

4. Space devoted to LOCAL HIGH SCHOOL NOTES or 
NEWS? 

5. Space devoted to LOCAL ELEMENTARY SCHOOL 
NOTES or NEWS? 



A DEPARTMENT devoted 
SCHOOL ATHLETICS? 



to LOCAL PUBLIC 



SPACE DEVOTED to LOCAL PARENT-TEACHER 
NOTES or NEWS? 

A PAGE, COLUMN or DEPARTMENT CONTRI- 
BUTED by the SCHOOL CHILDREN OF THE SYSTEM? 



Dail] 


Weekly 


Monthly 


Irregularly 











































































III. Please answer the following questions ON THE BACK OF THIS SHEET. 

1 . List some of the MOST COMMON FAULTS of News Copy as furnished to you by School people. 

2. State five or six rules or suggestions which, in your opinion, will be of benefit to School People in preparing School News for 
the Public Press. 

3. Where, in your opinion, is the proper position of School News in your paper? 

4. What, in your opinion, is the value of illustrations in Public School Publicity in Newspapers? 

5. Do you think that CHARTS and GRAPHS if made SIMPLE help or harm Educational Articles in NEWSPAPERS? 



SIGNED 



(NAME) 



(OFFICIAL POSITION) 



38 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



TABLE III. 
HOW DAILY NEWSPAPER ORGANIZATIONS COLLECT SCHOOL NEWS 
FROM THE REPORTS OF 98 NEWSPAPER EDITORS 





1 


2 


3 


4 


5 


6 




Definite 


Paper 






Super- 


Indi- 




Reporters 


Has 






intendent 


vidual 


I 


Cover 


Educa- 


Teacher 


Student 


Furnishes 


Schools 




School 


tional 


Reporters 


Reporters 


School 


Furnish 




News 


Editor 


Employed 


Employed 


News 


News 




% 


% 


% 


% 


% 


% 


Service Rendered Daily 














Number of Cities Population 














25 Over 100,000 


40 


8 


— 


8 


4 


— 


32 30,000 to 100,000 


50 


3 


— 


31 


3 


— 


41 Less than 30,000 


29 


2 


2 


12 


2 


2 


All 98 Cities 


39 


4 


1 


17 


3 


1 


Service Rendered Weekly 














Number of Cities Population 














25 Over 100,000 


4 


— 


— 


— 


— 


— 


32 30,000 to 100,000 


3 


— 


— 


— 


— 


3 


41 Less than 30,000 


— 


— 


— 


— 


— 


2 


All 98 Cities 


2 


— 


— 


— 


— 


2 


Service Rendered Monthly 














Number of Cities Population 














25 Over 100,000 


— 


— 


— 


— 


— 


— 


32 30,000 to 100,000 


— 


— 


— 


— 


— 


— 


41 Less than 30,000 


— 


— 


— 


— 


2 


2 


All 98 Cities 


— 


— 


— 


— 


1 


1 


Service Rendered Irregularly 














Number of Cities Population 














25 Over 100,000 


16 


— 


— 


4 


24 


28 


32 30,000 to 100,000 


12 


— 


— 


6 


38 


41 


41 Less than 30,000 


27 


— 


— 


2 


30 


26 


All 98 Cities 


19 


— 


— 


4 


31 


32 


Service Unspecified 














Number of Cities Population 














25 Over 100,000 


8 


12 


— 


20 


8 


12 


32 30,000 to 100,000 


13 


3 


— 


25 


9 


3 


41 Less than 30,000 


5 


5 


2 


34 


22 


17 


All 98 Cities 


8 


6 


1 


28 


14 


11 


Service Rendered Not At All 














Number of Cities Population 














25 Over 100,000 


16 


64 


84 


56 


52 


44 


32 30,000 to 100,000 


19 


94 


94 


38 


47 


50 


41 Less than 30,000 


34 


88 


86 


47 


39 


43 


All 98 Cities 


25 


84 


88 


46 


45 


46 


No Answer Given 














Number of Cities Population 














25 Over 100,000 


16 


16 


16 


12 


12 


16 


32 30,000 to 100,000 


3 


— 


6 


— 


3 


3 


41 Less than 30,000 


5 


5 


10 


5 


5 


5 


All 98 Cities 


7 


6 


10 


5 


6 


7 



Read the table as follows: Of 25 newspapers in cities over 100,000 in population, 40% assign definite reporters to cover 
school news daily; 8% have the service of an educational editor daily; etc. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



39 



TABLE IV. 

TYPES OF SCHOOL NEWS FOUND IN DAILY NEWSPAPERS 

FROM THE REPORTS OF 98 NEWSPAPER EDITORS 





1 


2 


3 


4 


5 


6 


7 


8 














Ath- 




Page or 












Elem- 


letic 


Parent- 


Column 








Special 


High 


entary 


De- 


Teacher 


Contrib- 




School 


School 


Feature 


School 


School 


part- 


A ssoci- 


uted by 


II 


Page 


Column 


Articles 


Notes 


Notes 


ment 


ation 


Children 




% 


% 


% 


% 


% 


% 


% 


% 


Service Rendered Daily 


















Number Cities Population 


















25 Over 100,000 


— 


8 


8 


12 


12 


16 


24 


4 


32 30,000 to 100,000 


— 


3 


9 


47 


22 


38 


38 


_ 


41 Less than 30,000 


— 


2 


— 


20 


5 


12 


12 


_ 


All 98 Cities 


— 


4 


5 


26 


12 


22 


24 


1 


Service Rendered Weekly 


















Number Cities Population 


















25 Over 100,000 


20 


4 


— 


12 


8 


— 


8 


8 


32 30,000 to 100,000 


6 


— 


3 


3 


3 


— 


— 


— 


41 Less than 30,000 


2 


7 


2 


15 


— 


2 


2 


2 


All 98 Cities 


8 


4 


2 


10 


3 


1 


3 


3 


Service Rendered Monthly 


















Number Cities Population 


















25 Over 100,000 


— 


— 


— 


— 


— 


— 


— 


— 


32 30,000 to 100,000 


— 


— 


— 


— 


— 


— 


— 


— 


41 Less than 30,000 


— 


— 


— 


— 


— 


— 


5 


— 


All 98 Cities 


— 


— 


— 


— 


— 


— 


2 


— 


Service Rendered Irregularly 


















Number Cities Population 


















25 Over 100,000 


4 


— 


36 


24 


16 


20 


24 


— 


32 30,000 to 100,000 


— 


6 


41 


16 


18 


— 


12 


9 


41 Less than 30,000 


7 


9 


47 


44 


36 


30 


30 


2 


All 98 Cities 


4 


6 


42 


30 


26 


17 


22 


4 


Service Unspecified 


















Number Cities Population 


















25 Over 100,000 


— 


— 


— 


4 


4 


16 


4 


— 


32 30,000 to 100,000 


— 


— 


— 


6 


9 


32 


13 


— 


41 Less than 30,000 


— 


— 


— 


2 


5 


5 


2 


— 


All 98 Cities 


— 


— 


— 


4 


6 


13 


6 


— 


Service Rendered Not At All 


















Number Cities Population 


















25 Over 100,000 


16 


16 


8 


8 


4 


8 


4 


12 


32 30,000 to 100,000 


6 


3 


— 


— 


— 


— 


3 


6 


41 Less than 30,000 


10 


7 


2 


— 


— 


2 


— 


7 


All 98 Cities 


10 


8 


3 


2 


1 


3 


2 


8 


No Answer Given 


















Number Cities Population 


















25 Over 100,000 


60 


72 


48 


40 


56 


40 


36 


76 


32 30,000 to 100,000 


88 


88 


47 


28 


47 


40 


34 


85 


41 Less than 30,000 


81 


74 


49 


19 


54 


49 


49 


88 


All 98 Cities 


78 


78 


48 


28 


52 


44 


41 


84 



Read the table as follows: Of 25 newspapers in cities of 100,000 and over, 8% publish a school column daily; 8% publish 
special feature articles daily; etc. 



40 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



TABLE V. 
THE PROPER POSITION OF SCHOOL NEWS IN THE DAILY NEWSPAPER 
FROM THE REPORTS OF 98 NEWSPAPER EDITORS 



III-3 


Run of 
Paper 


Fixed 
Position 


Regular 
Department 


Uncertain 


No 
Answer 


Number of Cities 


Population 


% 


% 


% 


% 


% 


25 
32 
41 


Over 10,0000 
30,000 to 100,000 
Less than 30,000 


60 

72 
34 


4 
10 


4 
3 

8 


4 
3 
2 


28 
22 
46 


All 98 Cities 


53 


5 


5 


3 


34 



Read the table as follows: Of 25 newspaper editors in cities of 100,000 and over, 60% report that the proper position for 
school news is the "run of the paper"; 4%, that school news should have some fixed position; 4%, that school news should be 
placed in a regular school department, etc. 



TABLE VI. 

THE VALUE OF ILLUSTRATIONS TO SCHOOL NEWS IN THE DAILY NEWSPAPER 

FROM THE REPORTS OF 98 NEWSPAPER EDITORS 



III-4 


Of Great 
Value 


Of Some 
Value 


Of Little 
Value 


Of No 
Value 


Too 

Expensive 


Number of Cities 


Population 


% 


% 


% 


% 


% 


25 
32 
41 


Over 100,000 
30,000 to 100,000 
Less than 30,000 


28 

28 

5 


36 
41 
29 


4 
3 

2 


32 

28 
54 


10 


All 98 Cities 


18 


35 


3 


40 


4 



Read the table as follows : Of 25 newspaper editors in cities of 100,000 population and over, 28% consider illustrations of 
great value to school news; 36% consider illustrations of some value; etc. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



41 



TABLE VII. 

THE VALUE OF CHARTS AND GRAPHS TO SCHOOL NEWS IN 

THE DAILY NEWSPAPER 

FROM THE REPORTS OF 98 NEWSPAPER EDITORS 



III-5 


Of Some 
Value 


Of Little 
Value 


Of Questionable 
Value 


Of No 

Value 


Harmful 


Number of Cities 


Population 


% 


% 


% 


% 


% 


25 
32 
41 


Over 100,000 
30,000 to 100,000 
Less than 30,000 


24 
25 

27 


8 
6 


4 
10 

7 


64 
56 
56 


3 
10 


All 98 Cities 


26 


4 


7 


58 


5 



Read the table as follows : Of 25 newspaper editors in cities of 100,000 and over, 24% consider charts and graphs of some 
value to school news; 8% consider charts and graphs of little value; etc. 



TABLE VIII. 

THE DEMAND FOR SCHOOL NEWS BY DAILY NEWSPAPERS 

FROM THE REPORTS OF 98 NEWSPAPER EDITORS 



1-7 


Yes 


No 


Questionable 


No Answer 


Number of Cities 


Population 


% 


% 


% 


% 


25 
32 
41 


Over 100,000 
30,000 to 100,000 
Less than 30,000 


64 
81 
80 


20 
13 
15 


4 
2 


12 
6 
2 


All 98 Cities 


77 


15 


2 


6 



Read the table as follows: Of 25 newspaper editors in cities of 100,000 and over, 64% would use more school news if fur- 
nished to them properly prepared; 20% would not; 4% are not sure; and 12% gave no answer. 



JSOO Students, the Future 
headers of Decatur 



Sunday Morning, January 29, 1922 

DEGVTURjRgyiEW 



DECATUR HIGH 
SCHOOL NUMBER 
Rns« / 



OUR HIGH SCHOOL AND THE COMMUNITY 



nondred o 


herboyi 


Uldgt 


la In the 


grade* 


■re on their 




high | 


























high Kh 








PARENTS 








««»?« 


directly 


nt3vh 


"tarf 


Th.Ti 


In the high 

he school i.» 








ntsetpn 




high school 


ftudents a 


looldbo 


keenly 


laterwta 


in*h 


t the school 



THE UNIVERSITY OF THE CITY OF DECATUR 




BUSINESS OF THE HIGH 
SCHOOL STUDENTS 



HERE IS THE HIGH SCHOOL OF DECATUR 




fli!jtniyflwiumifflM« i r i' 


?R*ajfc 






H BH^u^ 




- ij -' ' efff MRS H 1 Ts 


S&£mBzi i^^MBwillli'BESaMMBBHi^B^^^BBiMJ^I^^B 





Yoa are looking into 1,500 faces —the faces of Future Decatur 



English the Big Department of Decatur High School 



TO BE SEEN AS WELL AS HEARD. 





First Home of Hish 



Teachers Give 
Lives to School 



Five Marks of 
an Educated Man 



A HIGH SCHOOL NUMBER OF A DAILY NEWSPAPER 



CHAPTER IV 

SCHOOL NEWS FROM THE SUPERINTENDENT'S 
VIEWPOINT 



GENERAL STATEMENTS 

From a study of the material contained in Chapter IV, the fol- 
lowing conclusions have been drawn. 

Most school systems have effected no organization for educa- 
tional publicity. 

Few systems in their annual budgets provide for school public- 
ity, and on the whole little money is spent for this purpose. 

The majority of superintendents are not willing to state an 
opinion relative to the percentage of the school budget which should 
be set aside for publicity. The percentage recommended varies 
from 3% of the budget to nothing. In general, superintendents in 
the smaller cities recommend that a higher percentage of the budget 
should be spent for publicity than do those in the larger cities. 

About one fourth of the school systems have some centralized 
agency for handling school news. 

The majority of school superintendents furnish school news to 
the newspapers. About one half of the high school and elementary 
school principals furnish school news. Individual students and stu- 
dents in English and journalism classes are furnishing a considerable 
amount of news to the newspapers. 

The most common practice is for school systems to furnish news 
irregularly to the newspapers. 

Most school news is edited and approved by principals. In 
about one third of the school systems, the news collected is approved 
and edited by some central office. Athletic news is almost entirely 
edited by the athletic coach. 

Newspapers depend first upon definitely assigned reporters for 
the securing of school news, second upon superintendents, third upon 
paid student reporters, and fourth upon individual schools. 

Evidently a large percentage of school systems have little or no 
relations with newspapers so far as furnishing school news is con- 
cerned. 

A large majority of newspapers are favorable in their attitude 
toward the public school system. Editors believe in school news, 
discuss it in their editorial columns, are willing to cooperate with 



44 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



school superintendents, and express a willingness to use more school 
news of the right sort. 

School systems have carried on a large number of continuous 
campaigns in the daily papers. The five most commonly reported 
are, campaigns for buildings, campaigns for teachers' salaries, 
health campaigns, bond issue campaigns, and night school cam- 
paigns. 

There is a definite belief on the part of superintendents that the 
afternoon and evening edition of the newspaper is the best for carry- 
ing school news. 

In general, school superintendents believe that there are valid 
reasons for expending public funds on school publicity. They rec- 
ognize the difficulty of being charged with partiality in giving out 
school news, and in many cases have evolved ways of overcoming 
this difficulty. They are almost unanimous in the opinion that the 
attitude of the daily press toward the school system is extremely im- 
portant, and that the use of the daily press by school administrators 
should be governed by definite ethical principles. 

Newspaper organizations do not always handle school news 
properly. In many cases they lack the school point of view. Their 
sense of news value often results in emphasis wrongly placed or sen- 
sational presentation. They are not always careful to present the 
facts exactly as they exist. They sometimes allow political reasons 
to color school news. As a general thing, they do not give to news 
of the public school system the attention and position to which its 
importance entitles it. 



MATERIAL COLLECTED AND METHOD USED 

How the A question sheet was sent to 500 superintendents of schools in 

Superintendent's cities of each of the three population groups mentioned in previous 
Viewpoint chapters. The replies from 250, exactly 50% of these superinten- 

Was Secured. dents, representing 45 states, and distributed proportionately among 

the three city groups, furnished the material for the tables in this 
chapter, upon which the conclusions are based. A list of the super- 
intendents cooperating will be found in Appendix, Table C. Great 
care has been used in reporting the opinions of the superintendents 
and, as in the case of the newspaper editors, the exact words have 
been quoted wherever possible. Most of the information contained 
in the tables is expressed in percents computed to the nearest whole 
percent, for purposes of comparison. The cooperation of superin- 
tendents has made possible the presentation of the facts in this chap- 



NEWSPAPER PUBL ICITY FOR THE PUBLIC SCHOOLS 45 

ter. Their interest in the subject of school news is evidenced by 
their generous responses. 

The question sheet sent to the superintendents is reproduced as 
Form 4, page 62 in order that the exact wording of the questions 
asked may be ascertained. 



DETAILED FACTS AND CONCLUSIONS 

Specific Conclusions Based on the Report of 250 

Superintendents 

1. Few city school systems contain specific provision in their Financing 

budgets for information or publicity service. Table School 

IX, page 66 shows that only 8% of all school systems Information 
make such provision. From the reports received, it Service. 

is impossible to give any estimate in dollars of this 
provision. 

2. A much larger number of city school systems have funds 

which can be used for information or publicity service. 
Table IX shows that 39% of all school systems have 
such a fund. School systems in cities of Group III 
lead in this particular with 48%. From the reports 
received, it is impossible to give a definite measure of 
the amount used from these funds for publicity, but 
it can safely be stated that the amount is uniformly 
small. 

3. There is considerable variation in the opinion of super- 

intendents as to the percentage of the budget which 
should be spent for school information service. Table 

X, page 66 shows that this percentage ranges from 3% 
to 0%. A majority of the superintendents in cities of 
Group I and Group II gave no answer. Over one half 
of the superintendents in cities of Group III stated an 
opinion. Approximately three fourths of the super- 
intendents giving an opinion believe that some percent- 
age of the budget should be spent for publicity. One 
fourth of the superintendents report that in their 
opinion no part of the budget should be spent for this 
service. In general, superintendents in cities of Group 
III recommend a larger proportion of the budget for 
information service. 

The detailed reports substantiating conclusions just stated are 
given in Tables IX and X, page 66. 



46 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



Specific Conclusions Based on the Reports of 250 
Superintendents 

How School 1. Some city school systems have made provisions for a news 

Systems service organization. Table XI, page 66 shows that in 

Collect News 28% of the school systems there is a person responsible 

for Newspapers. for the collecting and releasing of school news. Table 

XI also shows that in 12% of the cities there is a news 
service committee for the entire school system. 

2. School systems in the three population groups do not vary 

much in reference to news service organization. 

3. Various means for collecting school news are utilized 

by city school systems. Table XII, page 67 shows 
that in 79% of the cities, the superintendents collect 
school news; in 61%, the high school principals; in 
48%, elementary school principals; in 37%, supervisors; 
in 37%, clerks of the school boards; in 35%, in- 
dividual students; in 26%, individual teachers; in 24%, 
English classes; in 13%, journalism classes; and in 5%, 
news editors. 

4. The largest percentage of school systems collect school 

news irregularly; a second common practice of school 
systems is to collect news daily; some school systems 
collect school news weekly, and a negligible percent 
collect news monthly. It is of interest to note, from 
Table XII, that about one fourth of the superintendents 
of schools collect school news daily. It is also signifi- 
cant to note that in 35% of the school systems indi- 
vidual students collect news; in 24%, English classes 
collect news; and in 13%, journalism classes. Most of 
this student service is rendered either daily or weekly. 

The detailed reports of superintendents in reference to the or- 
ganization and collection of school news will be found in Tables XI 
and XII, pages 66 and 67. 

Specific Conclusions Based on the Reports of 250 

Superintendents 

1. In one third of all school systems, school news collected 

How School News within the system comes to a central office for editing 

Is Approved and approval before being released. 
and Edited 

by School Table XIII, page 68 shows that this practice is most 

Systems. common in cities of Group III. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 47 



2. Most of the editing and approving of school news is done by- 

school principals. 

3. A considerable amount of the editing and approving of 

school news is done by persons not within the school 
system. The amount of this editing is indicated in 
Table XIV, page 69 opposite the heading, "Edited by 
Others". Through an error in the question sheet, a large 
part of these "others" consists of superintendents of 
schools. From the information received, it was not 
possible to separate the superintendents included in 
this group. 

4. School athletic news is almost entirely edited and approved 

by athletic coaches. Table XIV shows that this prac- 
tice is common to cities of each of the three groups. 

5. School systems in cities of Group II and Group III make 

the most provision for the editing and approving of 
school news by individuals within the system. 

6. News of school athletics and high school notes most com- 

monly receive editing and approval from within the 
school system. Table XIV shows that 50% of the 
school systems edit athletic news and that 48% edit 
high school notes. 

7. The editing and approval of school news by student editors 

and classes is worthy of notice. Table XIV shows that 
to some extent editorial responsibility rests with stu- 
dents. 

The detailed reports of school systems relative to the editing 
and approval of school news will be found in Tables XIII 
and XIV, pages 68 and 69. 

Specific Conclusions Based on the Reports of 250 
Superintendents 

1. Definitely assigned reporters and superintendents are most The Relations 
commonly used by newspapers for securing school of Public 
news. Table XV, page 70 shows that in 71% of the School Systems 
school systems definite reporters cover school news, and with Local 
that 40% of this service is rendered daily. Table XV Newspaper 
also shows that in 83% of the school systems superin- Organizations. 
tendents furnish school news and that 41% of this 
service is given irregularly. 



48 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 

2. Paid student reporters are employed to furnish school news 

in about one fourth of the school systems. Table XV 
shows that the percentage is 24 and that more than one 
half of this service is rendered daily. 

3. Paid teacher reporters are very seldom employed to furnish 

school news. Table XV shows that in less than 2% of 
the school systems this service is employed. 

4. Few newspapers employ an educational editor. Table XVI, 

page 71 indicates about 7%. By far the larger num- 
ber of these are in the cities of Group I. 

5. In about one half of the school systems, individual schools 

furnish school news to the newspapers. Table XV shows 
that most of this service is irregular. 

6. The most common practice is for newspapers to secure 

school news service daily or irregularly. Very little 
service is rendered weekly, and practically none 
monthly. 

7. A large percent of school systems have no relations with the 

newspapers so far as furnishing news is concerned. 

8. Editors and superintendents do not agree in their state- 

ments relative to the collecting and furnishing of 
school news. This is evident from a comparison of 
Tables III, page 38 and XV. No doubt the editors are 
inclined to underestimate the part which the school 
system plays in furnishing news, and no doubt the 
superintendents are inclined to overestimate it. 

The detailed facts relative to the relations between the school 
systems and newspaper organizations will be found in 
Tables XV and XVI, pages 70 and 71. 

Specific Conclusions Based on the Reports of 250 
Superintendents 

Departments I. The school department most often reported as appearing 

in Newspapers in the daily newspaper is that devoted to school board 

Devoted to meeting news. Table XVII, page 72 shows that the 

School News most common practice is to present this news irregularly. 

2. Editors and superintendents agree very closely in reference 
to the types of school departments which appear in the 
daily newspaper and the commonness and frequency 
with which they are found. In general, all the conclu- 
sions drawn from Table IV, page 39 and discussed in 
Chapter III can be drawn from Table XVII. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 49 

The detailed facts submitted by superintendents relative to the 
departments in daily newspapers devoted to school news will be 
found in Table XVII, page 72. 

Specific Conclusions Based on the Reports of 250 
Superintendents 

1. From the statements of superintendents, the attitude of the The Attitude of 

daily newspapers toward public school systems is dis- Daily Newspapers 
tinctly favorable. Table XVIII page 73 shows that of toward Public 
627 different daily newspapers reported on by 219 School Systems. 
superintendents, 39% gave the school system active 
support, 43% gave it friendly cooperation, and only 
8% were unfavorable or hostile. 

2. School news is very often the subject matter of newspaper 

editorials. Table XVIII shows that in 250 school sys- 
tems, 21% of the newspapers discussed school matters 
frequently in the editorials; 54% occasionally; and only 
13% seldom or never. It is of interest to compare this 
statement with the 5% of editorials dealing with local 
school matters which were found in the number count 
of 1800 newspapers as set forth in Table I, page 21. It 
is also of interest to recall that of the 98 editors report- 
ing in Table VIII, page 41 77% stated that they would 
use more school news if furnished properly prepared. 

3. In general, it may be stated that newspaper organizations 

believe in school news, that they have the right attitude 
toward the school system, and are anxious to cooperate 
with school systems in putting news of the public 
schools before the public. 

The tabulated opinion of superintendents of schools relative to 
the attitude of daily newspapers toward the public school system 
and the amount of discussion which is given to school matters in 
editorials, will be found in Tables XVIII and XIX, page 73. 

A BODY OF OPINION BASED ON THE REPORTS OF 250 
SUPERINTENDENTS 

There is clearly a variety of information in any school system Continuous 
which can be made the subject of newspaper campaigns. Publicity 
These matters are vital to the school system and will be of Campaigns 
interest to newspaper readers if properly presented. In order to Carried on 
learn the variety of subjects which school superintendents have in the Daily 
brought to the attention of the public through newspaper campaigns, Newspaper. 
the question sheet asked for information in this particular. 

Twenty-eight different types of publicity campaigns were re- 
ported. The first ten in order of the frequency with which they were 



50 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



The Best Edition 
of Newspapers 
For Carrying 
School News. 



Valid Reasons 
for Expending 
Public Funds 
to Publish 
School News. 



reported by the superintendents are as follows: Building Campaign, 
Better Salaries Campaign, Health Campaign, Bond Issue Campaign, 
Night School Campaign, Thrift Campaign, School Week Campaign, 
Americanization Campaign, Attendance Campaign, Safety First 
Campaign. Of these ten campaigns carried on in the daily papers, 
only three can be considered as special purpose or emergency cam- 
paigns, namely, Buildings, Salaries, and Bonds. The other seven 
we may designate as continuous campaigns, in that the object of the 
publicity is not necessarily to achieve some immediate purpose once 
and for all, but rather to carry to the people those things in the public 
school system which are constant and continuous, year after year. 
This type of newspaper campaign is the one for which the superin- 
tendent of schools needs to plan a program, and it is a type of pub- 
licity which is as important as the special purpose publicity relating 
to the raising of bond issues, and the like. Such campaigns, together 
with the incidental, everyday news and information concerning the 
school system, should comprise the bulk of a publicity program for 
the public schools. 

The frequency with which school systems have carried on these 
campaigns in the daily newspaper is set forth in Table XX, page 74. 

The remaining material in this chapter consists of the opinons 
of superintendents of schools, relative to various general matters 
which are closely connected with the use of the daily newspaper as a 
means of school publicity. 

Three newspaper editions are published in many cities, a morn- 
ing, an afternoon and evening, and a Sunday edition. Superintend- 
ents were asked on the question sheet to rank these three editions in 
order of their effectiveness in getting school news to the community. 
Only the rankings of those superintendents in cities having all three 
editions were considered. The tabulation of these rankings in Table 
XXI, page 75 shows that the afternoon and evening edition is 
very definitely considered most effective for carrying school news. 
The Sunday edition is next effective, and the morning edition least 
effective. The general feeling that evening and Sunday editions are 
"Home Editions" no doubt partly accounts for this opinion. 

Are there valid reasons for the expenditure of public funds on 
publicity for school systems? The answer to this question is im- 
portant, and the opinion of superintendents in regard to it are valu- 
able. The question does not refer exclusively to the use of the 
daily paper, but rather to the whole program of public school infor- 
mation service in which the newspaper is an important element. 

From the statements of editors considered in Chapter III, it is 
clear that a great deal of school news is being printed by the daily 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 51 

papers without cost to the school system. In so far as it is good 
"news", the newspapers are evidently not only willing to print it free 
of charge but anxious to get more of it. On the other hand, there are 
types of school publicity which, in the opinion of superintendents, 
are desirable for publication, but which do not have enough "news" 
interest to warrant the furnishings of free space on the part of the 
newspaper. It is desirable at times to print pure display advertising 
in the interests of the school system. In so far, therefore, as it is 
advisable to print this non-news material, the expense of newspaper 
publication enters into the question of expending public funds for 
publicity purposes. In answering the question, however, superin- 
tendents no doubt had the whole publicity program in mind, includ- 
ing all printed material which gives information about the school sys- 
tem. Representative answers to this question received from super- 
intendents are found in the compilation of opinion which follows. 

The majority of superintendents evidently believe that there are 
valid reasons for expending public funds for publicity purposes. 
Their reasons as expressed are the following: 

1. The effect which such expenditure will have upon the finan- Principal 

cial support of the school — the giving of information Reasons for 
for the purpose of securing financial support. Expending 

2. The obligation of a democracy to report to its citizens — the 

public is entitled to full information in regard to its ° r ,, c .?° 
r i i b Publicity. 

school system. * 

3. The influence which an informational program will have 

upon the teaching staff — to bring to individual teachers 
a conception of the whole organization and their part in 
this whole. 

4. The influence which school publicity will have upon the 

children of the community in bringing to them a 
knowledge of the opportunities offered them. 

5. The effect which such expenditure will have in securing the 

cooperation of the home, which is all important in the 
work which the public school is doing. 

6. The fact that such expenditure is good business; that edu- 

cation is a product; that the same reasons which exist 
for advertising any other worth while product hold true 
for advertising the public schools. 

A compilation of representative opinions of superintendents in 
regard to this matter follows. 



52 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



The Opinions of 
Superintendents 
Relative to 
Expenditure 
for School 
Publicity. 



VALID REASONS FOR EXPENDING PUBLIC FUNDS ON PUBLICITY 
FOR A SCHOOL SYSTEM 

From the Reports of 250 Superintendents of Schools 

1. To build up morale in the teaching staff. 

"To educate the teaching staff." 

2. To influence children to complete their school course. 

"Children do what is socially approved." 

"To induce children to take advantage of schools." 

3. To inform the public about the schools. 

"Belief in public schools depends upon how well people 

know them." 
"To acquaint our employers with changes in methods 

and materials." 
"That citizens may understand the scholastic work of 

the children." 
"Accurate and ample information is the first step toward 

success in any undertaking." — James J. Hill. 
"The worst enemies of the schools are those who are most 

ignorant of what they are doing." 
"Without information the layman cannot appreciate his 

school system, its requirements, and its opportuni- 
ties." 

4. To satisfy a right which the people have to know about 

their schools. 
"To inform the public which pays the bills." 
"The public is entitled to know the facts involved in 
school policies before they become ancient history." 
"It allows the public to check the work of the schools." 

5. To create cooperation between home and school. 

6. To secure financial support for the schools. 

"To secure more money." 

"To keep teachers' salaries up." 

"People will not support an institution in which they are 
not interested." 

"Self-preservation; no school system can secure funds 
unless the people believe in the wisdom of the ex- 
penditure." 

7. To educate the voter. 

"To educate the public to the problems and needs of the 
school." 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 53 

8. There is no good reason. 

"It is not necessary." 
"Should be done only in an emergency." 
"School news only read by teachers." 
"Papers furnish all necessary news at no cost." 

9. To bring about expansion and progress. 

10. To keep public steadily informed so as to ward off damaging 

reaction. 

11. To overcome unfair criticism. 

"To remove hostility." 

12. It is good business. 

"Advertising" 

"It pays." 

"To sell the schools to the public." 

"Education is a product to be sold to the public. The 
same reasons for advertising this product exist as for 
advertising any other worth while thing that the 
public needs. 

13. To gain the good will of the public. 

14. It tends to increase enrollment and raise the average 

attendance. 

One of the problems which confront the superintendent in his Overcoming 
relations with the daily newspapers, is that of avoiding the charge of the Charge of 
partiality in furnishing news. Even though the intent of a super- Partiality 
intendent in this particular may be entirely good, in practice the On the Part 
difficulty often presents itself. Many of the superintendents re- f Newspapers. 
porting stated that they had experienced the charge of partiality, 
and several admitted that they had been unable to overcome the 
difficulty. A few newspaper editors in their letters referred to this 
problem, and expressed the opinion that the fair distribution of news 
is an essential element in the relations between superintendents 
and newspaper organizations. 

A few superintendents stated that there were, in their respective 
cities, some newspapers to which they did not care to give school 
news, because of the character of the newspaper and the manner in 
which it treated school news when furnished to it. To these super- 
intendents a method of fairly distributing school news has no inter- 
est. But to those who realize that each newspaper in a city has its 
own body of readers, and that this body of readers is as much en- 
titled to information about the public school news as any other group 
of citizens, the importance of distributing school news fairly to all 
newspapers is evident. 



54 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 

An attempt was made in the question sheet to secure the opin- 
ions of superintendents in this particular, and especially to learn 
some of the methods by which they overcome this charge of par- 
tiality. The question asked them was as follows: "Where there are 
two or more newspapers in a city, if you have ever experienced the 
charge of partiality in furnishing news to one of them, how have you 
overcome this?" In general, the methods reported by superin- 
tendents in answer to the question can be classified under the follow- 
ing heads: 

Ways of I. Maintain friendly relations with all newspapers, and arrive 

Overcoming at an agreement as to the distribution of school news 

the Charge which will satisfy all. 

2. Whenever school news is furnished the press, send duplicate 

copies to all newspapers. 

3. Save all important news for the Sunday editions in which 

all newspapers get an "even break". 

4. Have newspapers agree upon an hour in the day which 

separates their respective fields. 

5. Apply the motto: "First come, first served". 

6. Furnish no news to any of the newspapers. 

A compilation of the representative opinion of superintendents 
in regard to methods of overcoming this difficulty follows. In it 
superintendents may find some suggestion which will help in solving 
their individual problems. 

HOW SUPERINTENDENTS IN GIVING OUT SCHOOL NEWS AVOID 
THE CHARGE OF PARTIALITY 

From the Reports of 250 Superintendents of Schools 

1. Give the same material to all papers. 

"Furnish duplicate copies of news to all papers." 

2. Save important news for Sunday edition. 

"In Sunday edition all papers get an 'even break'." 

3. Give reporters privilege of getting news at any time. 

"Give the news to the first reporter on the ground." 

4. Give all papers privilege of writing special feature stories. 

5. Meet representatives of all papers each day. 

6. Create personal relations with newspaper men. 

"Make friends with the reporters." 



NEWSPAPER PUBLICITY FOR THE PUBL IC SCHOOLS 55 

7. Distribute news fairly. 

"Arrange the 'breaks' on a 50-50 basis." 

"Play no favorites." 

"Tactful alternating of news." 

"Give each paper exclusive news for a week." 

8. "When one paper initiates a story, we give no information 

to another paper." 

9. "When one paper gets a 'scoop', we help the others to get 

news." 

10. Leave the initiative in getting news to the papers; don't 

"press agent" the schools to the newspapers. 

11. Assign a reporter from the system to each paper. 

12. Have an agreement with the newspapers. 

"Where there are morning and afternoon papers, have 
them define an hour that separates their fields, — 
e. g., give all news that 'breaks' before 1 :oo P. M. 
to afternoon papers, all that breaks after 1 :oo P M. 
to morning papers." 

"Give news to first paper to have an issue after news 
becomes available." 

13. Never furnish news to any newspaper. 

14. Have been unable to solve the difficulty. 

15. Never have had the charge of partiality made. 

In the opinion of school superintendents, the daily press is a The Importance 
most important factor, influencing the conduct and progress of the of the Press 
public schools. In answer to the question, "How important to the to a Public 
progressive improvement of the school system do you consider the School System 
attitude of the press?" superintendents were almost unanimous in 
assigning great importance to the attitude of the daily press. The 
opinion seems to be almost universal that the daily newspaper has 
great power to create and mold public sentiment. In view of this, 
many superintendents expressed the opinion that it is not only good 
policy, but that it is the definite duty of those in charge of public 
education to utilize fully this power of the press in the interest of the 
schools. 

In the opinion of some superintendents, the influence of the 
press depends entirely upon the standing of the individual newspaper 
in the community. Some superintendents believe that the support 
of the press is over-emphasized. Some believe that its support is not 
at all necessary. It may be that in some cities printed material, 
prepared and distributed directly by the school system, to some ex- 



56 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



tent takes the place of newspaper publicity. These instances, how- 
ever, are few. The fact remains that the greatest single agency for 
informing the public about its schools is the daily newspaper. The 
majority of superintendents reporting had no doubts about this mat- 
ter. Representative opinions stated by them are presented in the 
following compilation. 



The Opinion of 
Superintendents 
Relative to the 
Importance 
of the Press. 



THE IMPORTANCE OF THE ATTITUDE OF THE PRESS TO A PUBLIC 
SCHOOL SYSTEM 

From the Reports of 250 Superintendents of Schools 

1. Of the Utmost Importance. 

"Invaluable." 

"Supreme." 

"The deciding factor." 

"The biggest single factor." 

"All important." 

"The most important agency for creating public opinion." 

"The support or opposition of the press may make or mar 

a school system." 
"Essential." 
"Vital." 

"Indispensable." 
"A united press spells success." 

"A sympathetic press is worth a $10,000 appropriation." 
"Of tremendous importance provided it is not inspired by 

school executives or controlled by paid advertising." 
"Programs cannot be put over easily or well without the 

support of the press." 
"The press can ruin a school system." 

2. Fairly Important. 

"Desirable." 

3. Not Necessary. 

"Much can be done in spite of the press." 
"Its importance depends upon the paper." 
"Its influence is decreasing because of the use of other 

printed publicity by school systems." 
"I discount most of the supposed influence of the press." 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 57 

Daily newspapers do not always handle school news in the best The Treatment 
possible way. The reasons for this are probably two-fold. In the of School News 
first place, as was discussed in Chapter III, school people have not by the Local 
yet learned how to furnish properly written school news for the Press. 
daily paper. If the rules and suggestions given by editors to school 
men were followed in the preparation of copy, some of the improper 
presentation of school news might be avoided. On the other hand, 
unquestionably the newspaper organizations are at fault in this mat- 
ter. Those responsible for the conduct of papers no doubt will ad- 
mit that no more important institution than that of the public 
school system exists in any community. The proper interpretation 
of its activities, its progress, and its needs, requires at least a reason- 
able knowledge of the institution. And yet, to quote one of the 
editors themselves, "Much school news is given out by educators who 
do not understand newspapers, and written by reporters who do not 
understand education". 

Superintendents complain that newspapers do not have the 
school point of view; that immature, inexperienced, and frivolous re- 
porters are too often assigned to interpret the interests of the school 
to the newspaper reading public; that over-emphasis on the "story" 
element is often emphasis misplaced from the point of view of the 
public school interests; and that school news often does not receive 
in the daily paper the prominence and position which its importance 
warrants. 

It is clear that fault exists on both sides. A consideration of 
the attitude of press and school in this matter may be of benefit to 
both. The point of view of the editor was set forth in Chapter III. 
The following compilation, setting forth the opinion of superintend- 
ents, represents the point of view of the school in this matter. 

FAULTS IN THE TREATMENT OF SCHOOL NEWS BY THE LOCAL 

PRESS 

From the Reports of 250 Superintendents of Schools 

1. News written by those who don't know the thing they 
write about. 
"Much school news is given out by educators who don't 
understand newspapers, and written by reporters 
who don't understand education." 
"Newspapers lack the school point of view." 
"Reporters lack technical knowledge of education." 



58 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 

Faults of "Injudicious criticism of the schools by immature and 

Newspapers inexperienced reporters." 

in Presenting "Editors write authoritatively of things without being 

School News. properly informed. 

"Lack of educational editor who understands schools." 

2. Emphasis misplaced. 

"Emphasis placed on the wrong thing." 
"Emphasis on the unimportant." 
"Over-emphasis on tax rate." 

"Emphasis placed on cost rather than on service ren- 
dered." 
"Too much space given to athletics." 

3. Facts misrepresented. 

"Facts distorted." 

"Wrong interpretation of facts." 

4. Facts mis-stated. 

"Often inaccurate." 
"Often careless as to facts." 
"Frequent exaggeration." 
"Failure to verify statements." 
"Written too hastily." 

5. School news used for political purposes. 

6. News incomplete. 

"Too brief." 

"All the facts not given." 

7. Improper headlines. 

"Headlines often misleading." 
"Headings often lacking." 
"Headlines often too small." 

8. News poorly placed. 

"School news placed to disadvantage." 
"News put in inconspicuous places." 
"School news used as filler only." 

9. News changed and colored. 

"News often colored to suit views of the editor." 
"News too often rewritten by editors." 
"Statement of facts biased by opinion of editor." 

10. News "story" put ahead of school interests. 
"Truth sacrificed for a story." 

"News value prominent at the expense of social wel- 
fare." 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 59 

11. Featuring the sensational. 

"Anything to sell papers." 

12. Unfriendly and destructive criticism. 

13. Difficult to get cuts used when furnished. 

14. No faults found. 

There should be a philosophy underlying the use of the daily Ethical 
papers by school administrators. An attempt was made to discover Principles 
some of the elements of this philosophy by asking superintendents to Governing 
state those ethical principles which, in their opinion, should control the Use of 
the use of the newspaper for school publicity purposes. The an- Newspapers 
swers received are not presented as a philosophy of educational pub- By School. 
licity in the daily press, but rather as an indication that there are 
some generally conceded principles which should govern. These 
principles fall into three rough classes: first, principles relating to 
subject matter; second, principles affecting the relations between 
press and school; third, principles relating to the personal element in 
school news. 

A majority of superintendents expressed some opinions as to 
the ethical principles which should govern school publicity. A con- 
sideration of the rules and suggestions of editors as given in Chapter 
III will reveal certain underlying principles from their viewpoint. 
The following is a compilation of principles expressed by superin- 
tendents. In regard to these, there was a remarkable unanimity of 
opinion, showing that, in their thinking at least, those who utilize 
the daily press in the interests of the public schools recognize certain 
fundamental principles which should govern. 

ETHICAL PRINCIPLES GOVERNING THE USE OF THE NEWSPAPERS 
BY SCHOOL ADMINISTRATORS 

From the Reports of 250 Superintendents of Schools 

1. Service of public interest paramount. 

"Will it serve the best interests of the children to print 

this story?" 
"Positive upbuilding of the school system should be the 

governing factor in giving out school news." 

2. Maintain right relations with reporters and editors. 

"Be impartial." 

"Be frank." 

"Respect the opinions of the paper." 

"Be courteous." 

"Take the newspaper men into your confidence." 

"Give the opposition of the press due consideration." 

"Have confidence in reporters and editors." 



60 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 

Ethical "Don't ask for suppression of unfavorable news." 

Principles "Editor should always have the right to edit any ma- 
Which Should terial." 

Govern the "A newspaper attack is seldom personal, merely a differ- 
Use of ence of policy." 

Newspapers. "Advertising is not news. It should be paid for." 

"Consider the interests and welfare of the paper." 

3. Personal glorification has no place in school news. 

"Keep yourself in the background." 
"Advertise your schools, not yourself." 
"Don't play to the grandstand for personal aggrandize- 
ment." 

4. Give subordinates credit for work done. 

"Give all departments an equal show." 

5. Tell the truth always. 

"State the real facts." 

"Be honest." 

"Be scrupulously accurate." 

"Tell the truth, even though it hurts." 

"Put all the cards on the table." 

"In controverted questions, give both sides." 

"Never use 'bunk' in school news." 

"Don't warp or twist the interpretation of statistics." 

6. Develop a sense of proportion in handing out school news. 

"Too much publicity is more injurious than none at all." 

"Don't expect too much space." 

"Use common sense." 

"Present only one worth while matter at a time." 

7. Don't suppress unfavorable facts. 

"Don't try to conceal defects." 

8. Never enter into a newspaper controversy. 

9. "Be independent." "Be conservative." "Be dignified." 

"No publicity at the expense of the dignity of the cause 
of education." 

10. Use wisdom in the selection of subject matter. 

"Don't write unless you have something to say." 
"Don't give publicity to intimate matters concerning 

pupils and teachers." 
"Don't complain." 
"Don't boast." 
"Feature the everyday work of the school, not only the 

extra activities." 
"Make news specific." 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



61 



II. 

12. 



13. 



"Comparisons are always odious." Ethical 

"Eliminate personal opinions." Principles 

"Don't exaggerate." Which Should 

furnish items of national as well as local interest." Govern the 

"Never discuss personalities." Use of 

Avoid sensationalism. Newspapers. 

"The less you give the newspapers, the better you will ac- 
complish the work in your school." 
"The public school is an established necessity and there- 
fore needs no advertising." 

"Never use a 'nom de plume' in communications to the 
paper." 



62 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 

FORM A 

A Form For Collecting Information on School News or 
Educational Publicity 

The Subject of this Inquiry is: THE USE AND VALUE OF THE NEWSPAPER AS A MEDIUM OF 

GIVING PUBLICITY TO NEWS OF THE SCHOOL SYSTEM. 

I have worked on this form to make the answering of it as easy as possible for you. Most of it you can 
answer by checking as you read. I shall appreciate your giving as much thought as possible to it. 

R. G. REYNOLDS, 

525 West 120 St., New York City. 



(Your Name) (Title) (Address) 

I. Financing School Publicity 

1. What is the total amount of your school budget for 1921-22? $ 

2. Do you have an item in the budget specifically appropriated for publicity? 

3. What is the amount of this item for the year 1921-22? $ 

4. List the main purposes for which it is spent 



5. If you have no item specifically appropriated for publicity, have you an item or fund which can be used 

for publicity purposes? 

6. What amount approximately will be used for publicity, 1921-22? $ 

7. In your opinion what % of your school budget should be spent for publicity? 

II. Organization and Personnel ^ 

1. Do you have a person in your system responsible for collecting and releasing school news? 

2. What is his name? His title? 

3. Does he spend his whole time at this work? His yearly salary? 

4. If part time, what proportion is spent in publicity work? 

5. If part time, what are his other duties? 

6. Do you have a publicity Committee for the entire school system? 

7. Of whom is it composed? 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



63 



III. The Collection of School News 

Which of the following collect school news for newspaper publication? 
Answer by checking in the squares. 

Daily Weekly Monthly 

1. Publicity Director □ □ □ 

2. Superintendent of Schools □ fj] 

3. Supervisors fj rj 

4. High School Principals D D CI 

5. Elementary School Principals □ rj 

6. Clerk of School Board D D D 

7. Individual Students D D D 

8. Individual Teachers □ D 

9. English Classes □ Q 

10. Journalism Classes Q 

11 □ □ □ 

12 □ □ □ 

IV. The Editing of School News 

1. Does all school news come to the Superintendent of Schools or the Publicity Director for approval before 

it is released to the newspapers for publication? 

2. If not, which of the following types of news are approved and edited by persons other than the writers? 



egularly 


Not at all 


□ 


□ 1. 


□ 


□ 2. 


□ 


□ 3. 


□ 


□ 4. 


□ 


□ 5. 


□ 


□ 6. 


□ 


□ 7. 


□ 


□ 8. 


□ 


□ 9. 


□ 


□ 10. 


□ 


□ 11. 


□ 


□ 12. 



Approved or Edited by 

English or 
Athletic Journalism Student 
Teacher Coach Class Editors Others 



Type of News 

Answer by checking in squares. 

Principal 

a. School Page or Column 

b. Special Feature Articles Q 

c. High School Notes fj 

d. Elementary School Notes 

e. School Athletic News fj] 

f. Parent Teacher Assn. News 

g. Teachers Club News Q 

h. P^ge, Column, or Dept. contributed 

by children. 

i. News of School Board Meetings. .. . □ 

J □ 

k □ 

Relations with Local Newspaper Organization 

Answer by checking in squares. 

Daily Weekly Monthly Irregularly Not at all 
Do papers assign definite reporters to cover school 

news? 

Do papers employ paid teacher reporters? O 

Do papers employ paid student reporters? fj 

Does Superintendent furnish prepared news to 

papers? fj 

Do individual schools furnish prepared news to 

papers? □ 

Do you use paid advertising space in papers? 



D 


□ 


□ 


□ 


□ 


□ 


n 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


D 


□ 


□ 


□ 


□ 


□ 



□ 


□ 


a. 


n 


□ 


b. 


□ 


□ 


c. 


□ 


□ 


d. 


□ 


□ 


e. 


□ 


□ 


f. 


□ 


□ 


g- 


□ 


□ 


h. 


□ 


□ 


i. 


□ 


□ 


]■ 


□ 


□ 


k. 



1. 



□ 
□ 

□ 


D 
□ 
□ 


□ 
□ 
□ 


□ 


d 


□ 


□ 
□ 


□ 
□ 


□ 
□ 



□ 


i 


□ 


2 


□ 


3 


□ 


4 


□ 


5 


□ 


6 



If used regularly, for what purposes? 



□ 


□ 


D 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


D 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 


□ 



□ 


a. 


□ 


b. 


□ 


c. 


D 


d. 


□ 


e. 


□ 


f. 


□ 


g< 


□ 


h. 


□ 


i. 



64 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 

8. Do papers in your city have an Educational Editor? 

Name of Paper 

Which of the following departments devoted to school news are found in your local papers? 
Answer by checking in squares. 

Daily Weekly Monthly Irregularly Not at all 

a. A School Page \~\ 

b. A School Column I 

c. Special School News Feature Articles i 

d. Local High School Notes fj 

e. Local Elementary School Notes fj 

f . Local Public School Athletics Q 

g. Parent Teacher Assn. Notes fj 

h. School Board Meeting News i j 

i. Local Teachers Club News fj 

j. A Page or Dept. contributed by School 

Children D D D □ □ j- 

k □ □ □ D □ k. 

VI. Personal Opinion (Confidential) 

The preparation and publication of school news has not been organized in most school systems. The 
practice and opinion of leading school men will form a basis for such organization. The answers to the following 
questions will supply a very valuable body of opinion relative to certain aspects of this problem of properly in- 
forming the public about the public schools. Your personal opinion will add to the body of information which 
is needed. The editors of 100 prominent daily papers have given their opinions in answer to similar questions. 

1. List some of the most common faults in the treatment of school news by your local press. 

2. Which of the following do you consider the best mediums for reaching your public? Rank them 1, 2, 

and 3, as to their effectiveness in getting across school news to the public : 

Morning Edition Afternoon and Evening Edition Sunday Edition 

3. On the basis of your opinion, rank the usefulness to the school system of school news in the following 

departments of the daily newspaper. Divide the departments into three groups, placing a figure 1 
after those which you have found most useful; a figure 2 after those second best; a figure 3 after 
those of least value. 

1. Editorials fj 11. Commercial Ads co-operating with School 

2. School Page □ System □ 

3. Special School Column fj 12. Athletic Page or Column L) 

4. Communications Column fj 13. High School Notes D 

5. Display Ads by School System □ 14. Elementary School Notes Q 

6. Feature Stories O 15. Parent Teacher Assn. Notes [3 

7. News as such □ 16. School Board Meeting Notes □ 

8. Sunday Magazines O 17. Illustrations, Charts, Cartoons O 

9. Sunday Picture Supplement O 18. Entire Issue of Paper by Students \_\ 

10. Page or Dept. by School Children. ... □ 

4. In the various school systems which you have administered, what has seemed to you to be the general 

attitude or policy of the local press toward those school systems? Answer by checking. 

School Systems 

No. 1 

No. 2 

No.3 

No. 4 

No. 5 I 



Active 


Friendly 


Lack of 


Unfavorable 


Hostile 


Support 


Cooperation 


Interest 


Attitude 


Attitude 


• □ 


□ 


□ 


□ 


d 


■ □ 


D 


□ 


□ 


□ 


■ □ 


□ 


□ 


□ 


□ 


• □ 


□ 


□ 


□ 


□ 


• □ 


D 


□ 


D 


□ 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 65 

5. Below are listed "units" of continuous publicity campaigns which have been organized and carried out 

in various school systems. Check those which you have carried on in the newspapers. Add any 
others. 

Attendance Campaign □ "What the School is Doing" Campaign [ 

Health Campaign Q Recruiting of Teachers Campaign [ 

Better Salaries Campaign Q Americanization Campaign [ 

Building Campaign Q Night School Campaign □ 

Parent Teacher Assn. Campaign □ "Go to High School" Campaign Q 

Playground Campaign □ "Safety First" Campaign [ 

Thrift Campaign □ Bond Issue Campaign □ 

"Go to College" Campaign □ Patriotism Campaign □ 

Illiteracy Campaign □ "Know Your City" Campaign □ 

School Week Campaign Q □ 

Frequently Occasionally Seldom Never 

6. In general have you found the editorial column discussing 

school matters? O d C O 

I shall appreciate such discussion of the following questions as you care to give. 
Phase use a separate sheet if necessary. 

7. What seem to you to be the most valid reasons for expending public funds on publicity for a school 

system? 



8. Where there are two or more papers in a city, if you have ever experienced the charge of partiality in 
furnishing news to one of them, how have you overcome this? 



9. What is your attitude on cultivating friendly relations with editors and reporters? 



10. How important to the progressive improvement of a school system do you consider the attitude of the 
press? 



11. Do you care to list any ethical principles which in your opinion should govern the use of the newspaper 
by school administrators to give publicity to the school system? 



66 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



TABLE IX. 
FINANCING PUBLIC SCHOOL INFORMATION SERVICE 
FROM THE REPORTS OF 250 SUPERINTENDENTS OF SCHOOLS 







Cities Having a Specific 


Cities Not Having a 






Appropriation for 


Specific Appropriation 




I 


Information Service 


For Information Service 




2 


3 


5 


6 






Specific Provis- 


Amount 


Any other Fund 


Approximate Amount 






ion in Budget 


of 


Which Can be Used 


To Be Used for In- 






for Information 


this 


For Information 


formation Service 






Service 


Provision 


Service 


1921-22. 




NUMBER 


% 


NUMBER 


NUMBER 


% 


NUMBER 


Number 








No 




Max- 


Min- 






No 




Max- 


Min- 


No 


Cities 


Population 


No 


Yes 


Answer 


Yes 


imum 


imum 


No 


Yes 


Answer 


Yes 


imum 


imum 


Answer 


29 


Over 100,000 


25 


3 


1 


10 


$20,000 


$2000 


15 


5 


9 


17 


$3000 


$0 


24 


81 


30,000 to 100,000 


73 


6 


2 


7 


$4000 


$0 


34 


26 


21 


32 


$1800 


$0 


47 


140 


Less than 30,000 


128 


10 


2 


7 


$1200 


$0 


45 


67 


28 


48 


$1400 


$0 


55 


All 250 Cities 


226 


19 


5 


8 


$20,000 


$0 


94 


98 


58 


39 


$3000 


$0 


126 



Read the table as follows: Of the school systems in 29 cities of 100,000 and over, 25 have now no specific provision in the 
budget for information service; 3 have such a provision; 10% of the whole group have a specific provision; the maximum amount 
of this provision is $20,000; the minimum amount is $2,000; etc. 

TABLE X. 
PERCENT OF BUDGET WHICH SHOULD BE SPENT FOR SCHOOL 
INFORMATION SERVICE 
FROM THE REPORTS OF 250 SUPERINTENDENTS OF SCHOOLS 



I- 


7 




Number of Superintendents Recommending 


N umber of Cities 


Population 


3% 


2% 


1.5% 


1% 


.5% 


.33% 


■ 25% 

or 
Less 


0% 


Very 
Little 


No 
Answer 


29 
81 
140 


Over 100,000 
30,000 to 100,000 
Less than 30,000 


2 


5 


1 


12 


1 
7 
11 


1 
1 


2 
5 
13 


2 
8 
15 


1 

8 
8 


23 
52 
73 


All 250 Cities 


2 


5 


1 


12 


18 


2 


20 


25 


17 


148 



Read the table as follows: Of 29 superintendents of schools in cities of 100,000 and over, one recommends that .5% of the 
school budget be assigned to school information service; two recommend . 25% of the budget, etc. 

TABLE XL 
ORGANIZATION AND PERSONNEL IN SCHOOL SYSTEMS CONCERNED WITH SCHOOL IN- 
FORMATION SERVICE 
FROM THE REPORTS OF 250 SUPERINTENDENTS OF SCHOOLS 







1 


2 


II 


A Person Responsible 

for Collecting and 
Releasing School News 


A News Service 

Committee for the 

Entire School System 


Number oj Cities 


Population 


Number 


Percent 


Number 


Percent 


29 
81 
140 


Over 100,000 
30,000 to 100,000 
Less than 30,000 


4 
16 
32 


14 
20 
23 


2 
13 
14 


7 
16 
10 


All 250 Cities 




52 


28 


29 


12 



Read the table as follows : Of 29 school systems in cities of 100,000 and over, 14% have a person responsible for collecting 
and releasing school news; 7% have a news service committee for the entire school system; etc. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



67 



TABLE XII. 

HOW PUBLIC SCHOOL SYSTEMS COLLECT SCHOOL NEWS FOR NEWSPAPER PUBLI- 
CATION 
FROM THE REPORTS OF 250 SUPERINTENDENTS OF SCHOOLS 





1 


2 


3 


4 


5 


6 


7 


8 


9 


10 












Elem- 




















High 


entary 


Clerk 


Indiv- 


Indiv- 






1 1 


News 


Super- 




School 


School 


oj 


idual 


idual 


Eng- 


Journal- 




Direc- 


inten- 


Super- 


Prin- 


Prin- 


School 


Stu- 


Teach- 


lish 


ism 




tor 


dent 


visors 


cipal 


cipal 


Board 


dents 


ers 


Class 


Class 




% 


% 


% 


% 


% 


% 


% 


% 


% 


/o 


Service Rendered Daily 






















Number Cities Populatio?i 






















29 Over 100,000 


10 


45 


10 


21 


14 


14 


7 





4 


4 


81 30,000 to 100,000 


4 


38 


11 


14 


6 


12 


10 


2 


4 


4 


140 Less than 30,000 


2 


15 


4 


13 


5 


4 


11 





3 


4 


All 250 Cities 


4 


26 


7 


14 


6 


8 


10 


1 


3 


4 


Service Rendered Weekly 






















Number Cities Population 






















29 Over 100,000 








3 


7 


3 





10 


7 


4 


4 


81 30,000 to 100,000 


1 


12 


2 


12 


10 


2 


9 


9 


4 


4 


140 Less than 30,000 


1 


14 


5 


11 


11 


3 


11 


6 


12 


6 


All 250 Cities 


.4 


12 


4 


11 


10 


2 


10 


7 


8 


5 


Service Rendered Monthly 






















Number Cities Population 






















29 Over 100,000 
































81 30,000 to 100,000 





2 


2 





3 


4 














140 Less than 30,000 





1 











5 





1 


1 





All 250 Cities 





2 


1 





1 


4 





.4 


.4 





Service Rendered Irregularly 






















Number Cities Population 






















29 Over 100,000 





17 


24 


28 


28 


24 


7 


17 


7 


4 


81 30,000 to 100,000 





22 


26 


32 


27 


17 


14 


15 


6 


4 


140 Less than 30,000 


1 


53 


25 


41 


34 


26 


17 


20 


18 


4 


All 250 Cities 


1 


39 


25 


36 


31 


23 


15 


18 


13 


4 


Service Rendered Not At All 






















Number Cities Popula'ion 






















29 Over 100,000 


7 





3 





3 





7 


3 


10 


10 


81 30,000 to 100,000 


6 





2 





1 


2 


1 


2 


2 


1 


140 Less than 30,000 


18 


1 


8 


2 


6 


9 


9 


9 


20 


15 


All 250 Cities 


13 


1 


6 


1 


4 


6 


6 


6 


13 


10 


No Answer Given 






















Number Cities Population 






















29 Over 100,000 


83 


38 


58 


45 


52 


62 


69 


72 


76 


"9 


81 30,000 to 100,000 


89 


25 


56 


42 


53 


62 


67 


72 


84 


88 


140 Less than 30,000 


79 


16 


58 


34 


45 


54 


51 


64 


47 


71 


All 250 Cities 


83 


21 


57 


38 


48 


58 


58 


68 


62 


78 



Read the table as follows: Of 29 school systems in cities of 100,000 and over, 10% have a news director to collect school 
news; in 45%, the superintendent collects school news; etc. 



68 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



IV-I 



TABLE XIII. 
THE APPROVAL AND EDITING OF ALL SCHOOL NEWS 

BY SUPERINTENDENT OR NEWS DIRECTOR 
FROM THE REPORTS OF 250 SUPERINTENDENTS OF SCHOOLS 



Number of Cities 


Population 


Yes 


No 


No Answer 




Over 100,000 
30,000 to 100,000 
Less than 30,000 


% 


% 


% 


29 
81 
140 


7 
28 
41 


59 
57 
46 


35 
15 
13 


All 250 Cities 




33 


51 


16 



Read the table as follows: Of 29 school systems in cities of 100,000 and over, 7% provide that all school news shall be 
approved and edited by the superintendent or news directors, etc. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



69 



TABLE XIV. 
HOW SCHOOL NEWS FOR NEWSPAPER PUBLICATION IS APPROVED AND EDITED BY 

SCHOOL SYSTEMS 
FROM THE REPORTS OF 250 SUPERINTENDENTS OF SCHOOLS 





a 


b 


c 


d 


e 


f 


g 


h 


i 














Parent- 




Page or 






School 






Elem- 




Teacher 




Depart- 


Board 


IV 


Page 




High 


entary 


School 


Associ- 


Teacher 


ment 


Meet- 




or 


Feature 


School 


School 


Ath- 


ation 


Club 


by 


ing 




Column 


Article 


Notes 


Notes 


letics 


Notes 


News 


Children 


News 




% 


% 


% 


% 


% 


% 


% 


% 


% 


Edited By Principal 




















Number Cities Population 




















29 Over 100,000 


17 


14 


24 


21 


3 


14 


3 


10 





81 30,000 to 100,000 


21 


12 


32 


32 


9 


15 


3 


17 





140 Less than 30,000 


8 


10 


29 


24 


11 


12 


2 


1 





All 250 Cities 


13 


11 


29 


26 


10 


13 


2 


8 





Edited Bt Teacher 




















Number Cities Population 




















29 Over 100,000 




















10 








81 30,000 to 100,000 


1 


1 


11 


3 





1 


6 








140 Less than 30,000 


6 


3 


6 


4 


2 


2 


11 


4 





All 250 Cities 


4 


2 


7 


3 


1 


2 


9 


2 





Edited Bt Athletic Coach 




















Number Cities Population 




















29 Over 100,000 














24 














81 30,000 to 100,000 


1 


3 


3 





37 














140 Less than 30,000 


6 


4 


1 





37 








1 





All 250 Cities 


1 


3 


2 





36 














Edited By English or 




















Journalism Class 




















Number Cities Population 




















29 Over 100,000 








3 





3 














81 30,000 to 100,000 


1 


1 


3 




















140 Less than 30,000 


3 


3 


5 





4 








2 





An, 250 Cities 


4 


2 


4 





.4 








.4 





Edited By Student Editors 




















Number Cities Population 




















29 Over 100,000 








3 




















81 30,000 to 100,000 





1 


3 





4 


1 


1 








140 Less than 30,000 


3 


4 


9 





4 








2 





All 250 Cities 


1 


3 


6 





3 


.4 


.4 


1 





Edited By Others 




















Number Cities Population 




















29 Over 100,000 


4 


3 











17 


10 


10 


24 


81 30,000 to 100,000 


6 


9 


6 


4 


7 


22 


15 


4 


46 


140 Less than 30,000 


4 


5 


1 


4 


2 


20 


6 


2 


45 


All 250 Cities 


5 


6 


2 


3 


4 


20 


10 


4 


43 


No Answer Given 




















Number Cities Population 




















29 Over 100,000 


79 


83 


69 


79 


69 


69 


76 


79 


76 


81 30,000 to 100,000 


70 


73 


43 


62 


42 


60 


75 


79 


54 


140 Less than 30,000 


72 


71 


49 


69 


44 


65 


81 


90 


55 


All 250 Cities 


72 


73 


50 


68 


46 


64 


78 


85 


57 



Read the table as follows: Of school systems in 29 cities of 100,000 and over, 17% publish a School Page or Column edited 
by the principal; 14% publish feature articles edited by the principal; etc. 



7(1 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



TABLE XV. 

RELATIONS OF THE PUBLIC SCHOOL SYSTEM WITH LOCAL NEWSPAPER ORGANIZATIONS 

FROM THE REPORTS OF 250 SUPERINTENDENTS OF SCHOOLS 





1 


2 


3 


4 


5 


6 




Definite 






Super- 








Reporters 


Paid 


Paid 


intendent 


Individual 




V 


Cover 


Teacher 


Student 


Furnishes 


Schools 


Space in 




School 


Reporters 


Reporters 


School 


Furnish 


Newspapers 




News 


Employed 


Employed 


News 


News 


Paid for 




% 


% 


% 


% 


% 


% 


Service Rendered Daily 














Number Cities Population 














29 Over 100,000 


72 





21 


24 


14 


4 


81 30,000 to 100,000 


48 


1 


21 


20 


3 





140 Less than 30,000 


29 


1 


9 


10 


.2 


1 


All 250 Cities 


40 


1 


14 


15 


4 


1 


Service Rendered Weekly 














Number Cities Population 














29 Over 100,000 








4 











81 30,000 to 100,000 


9 


3 


4 


4 


16 


1 


140 Less than 30,000 


6 





3 


10 


9 


1 


All 250 Cities 


6 


1 


3 


7 


10 


1 


Service Rendered Monthly 














Number Cities Population 














29 Over 100,000 




















81 30,000 to 100,000 


4 








5 


1 





140 Less than 30,000 


1 








3 





1 


All 250 Cities 


2 








3 


.4 


.4 


Service Rendered Irregularly 














Number Cities Population 














29 Over 100,000 


10 





10 


48 


31 


35 


81 30,000 to 100,000 


23 


5 


10 


58 


47 


28 


140 Less than 30,000 


26 





6 


60 


40 


34 


All 250 Cities 


23 


2 


7 


58 


41 


32 


Service Rendered Not At All 














Number Cities Population 














29 Over 100,000 





55 


28 


4 


10 


31 


81 30,000 to 100,000 


4 


51 


31 


3 


12 


37 


140 Less than 30,000 


25 


63 


51 


4 


21 


36 


All 250 Cities 


15 


59 


42 


4 


17 


36 


No Answer Given 














Number Cities Population 














29 Over 100,000 


17 


45 


38 


24 


45 


31 


81 30,000 to 100,000 


12 


40 


35 


11 


21 


33 


140 Less than 30,000 


14 


36 


32 


13 


28 


27 


All 250 Cities 


14 


38 


34 


14 


28 


30 



Read the table as follows: In 72% of 29 school systems in cities of 100,000 and over, definite reporters are assigned to cover 
school news; in 21%, paid student reporters are employed; etc. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



71 



V-8 



TABLE XVI. 

NEWSPAPERS HAVING AN EDUCATIONAL EDITOR 

FROM THE REPORTS OF 250 SUPERINTENDENTS OF SCHOOLS 



Number oj Cities 


Population 


Fes 


No 


No Answer 




Over 100,000 
30,000 to 100,000 
Less than 30,000 


% 


% 


% 


29 
81 
140 


21 
9 
3 


52 

75 
85 


28 
16 
12 


All 250 Cities 


7 


78 


15 



Read the table as follows : In 21 % of 29 cities with a population of 100,000 and over, at least one newspaper has an educa- 
tional editor, etc. 



72 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



TABLE XVII. 

DEPARTMENTS IN DAILY NEWSPAPERS DEVOTED TO SCHOOL NEWS 

FROM THE REPORTS OF 250 SUPERINTENDENTS OF SCHOOLS 





a 


b 


c 


d 


e 


f 


g 


h 


i 


J 
















Parent- 














Fea- 




Ele- 




Teacher 


Board 


Teach- 


Page or 


V 






ture 


High 


mentary 


School 


Associ- 


Meet- 


ers 


Depart- 




School 


School 


Arti- 


School 


School 


Ath- 


ation 


ing 


Club 


ment by 




Page 


Column 


cles 


Notes 


Notes 


letics 


Notes 


News 


News 


Children 




% 


% 


% 


% 


% 


% 


% 


% 


% 


% 


Appearing Daily 






















Number Cities Population 






















29 Over 100,000 


7 


3 


14 


24 


10 


31 


10 


14 


7 


7 


81 30,000 to 100,000 





6 


11 


23 


4 


27 


6 








3 


140 Less than 30,000 


1 


4 


4 


16 


6 


20 


1 


3 


1 





All 250 Cities 


1 


4 


7 


19 


6 


24 


4 


3 


1 


2 


Appearing Weekly 






















Number Cities Population 






















29 Over 100,000 


21 


7 


3 


7 


14 





14 


24 


3 


17 


81 30,000 to 100,000 


14 


12 


5 


12 


19 


12 


9 


10 





14 


140 Less than 30,000 


7 


12 


6 


16 


9 


8 


5 


6 





3 


All 250 Cities 


11 


12 


4 


14 


13 


8 


7 


9 


.4 


8 


Appearing Monthly 






















Number Cities Population 






















29 Over 100,000 




















7 


17 


3 





81 30,000 to 100,000 

















1 


6 


48 


10 





140 Less than 30,000 








1 


1 








19 


39 


6 


1 


All 250 Cities 








.4 


.4 





.4 


13 


40 


7 


.8 


Appearing irregularly 






















Number Cities Population 






















29 Over 100,000 


3 


10 


45 


28 


21 


28 


24 


17 


31 


7 


81 30,000 to 100,000 


3 


6 


46 


33 


26 


35 


46 


21 


40 


10 


140 Less than 30,000 


4 


11 


48 


34 


38 


41 


30 


26 


26 


9 


All 250 Cities 


3 


9 


47 


33 


32 


37 


35 


23 


31 


9 


Appearing Not At All 






















Number Cities Population 






















29 Over 100,000 


7 


























10 


81 30,000 to 100,000 


10 


7 








1 





1 





1 


16 


140 Less than 30,000 


24 


16 


4 


4 


6 


2 


5 


2 


14 


26 


All 250 Cities 


17 


12 


2 


2 


4 


1 


3 


1 


8 


21 


No Answer Given 






















Number Cities Population 






















29 Over 100,000 


62 


79 


38 


41 


55 


41 


45 


28 


55 


59 


81 30,000 to 100,000 


74 


68 


38 


31 


51 


25 


32 


21 


49 


58 


140 Less than 30,000 


66 


57 


39 


29 


41 


29 


40 


24 


54 


61 


All 250 Cities 


68 


63 


38 


31 


46 


29 


38 


24 


53 


60 



This table is read the same as Table IV. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



73 



TABLE XVIII. 

THE ATTITUDE OF DAILY NEWSPAPERS TOWARD PUBLIC SCHOOL SYSTEMS 

FROM THE REPORTS OF 250 SUPERINTENDENTS OF SCHOOLS 
VI-4 



Superintendents 

Located in 

Cities of 


Number of 

Superintendents 

Reporting 


Number 
of Daily 
Papers 
Reported 
On 


Active 
Support 


Friendly 
Coopera- 
tion 


Lack of 
Inter- 
est 


Unfavor- 
able 
Attitude 


Hostile 
Alti- 
tude 


Number of 
Superin- 
tendents 
Not 

Answering 


% 


% 


% 


% 


% 


Over 100,000 
30,000 to 100,000 
Less than 30,000 


22 
72 
125 


53 
202 
372 


43 
38 
38 


40 
43 
44 


2 
12 
10 


6 
5 
5 


9 
2 
3 


7 
9 
15 


All 250 Cities 


219 


627 


39 


43 


10 


5 


3 


31 



Read the table as follows : 22 superintendents in cities of 100,000 and over reported that of 53 daily papers with which 
they had had experience 43% gave active support to the school system; 40%, friendly cooperation; etc. 



TABLE XIX. 
DISCUSSION OF SCHOOL MATTERS IN THE EDITORIALS OF DAILY NEWSPAPERS 
FROM THE REPORTS OF 250 SUPERINTENDENTS OF SCHOOLS 





Frequently 


Occasionally 


Seldom 


Never 


No Answer 


Number of Cities 


Population 


% 


% 


% 


% 


% 


29 
81 
140 


Over 100,000 
30,000 to 100,000 
Less than 30,000 


31 
19 
24 


41 
43 
79 


3 

7 
22 


3 


7 
15 
12 


All 250 Cities 


21 


54 


12 


1 


12 



Read the table as follows: 31% of the newspapers in 29 cities of 100,000 and over discuss school matters in editorials 
frequently; 41%, occasionally; etc. 



74 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



TABLE XX. 

THE FREQUENCY WITH WHICH CERTAIN UNITS OF A CONTINUOUS CAMPAIGN HAVE 

BEEN CARRIED ON IN THE DAILY NEWSPAPERS 

FROM THE REPORTS OF 250 SUPERINTENDENTS OF SCHOOLS 





In 29 Cities of 


In 81 Cities of 


In lJfi Cities of 






100,000 and 


30,000 to 


Less than 


In All 


VI-5 


Over 


100,000 


30,000 


250 Cities 


Subject 


Number of Times 


Number of Times 


Number of Times 


Number of Times 


of the Campaign 


Reported 


Reported 


Reported 


Reported 




Number 


Per cent 


Number 


Per cent 


Number 


Per cent 


Number 


Per cent 


Attendance 


5 


17 


25 


31 


38 


27 


68 


27 


Health 


11 


38 


39 


48 


62 


44 


112 


45 


Better Salaries 


12 


41 


46 


57 


58 


41 


116 


46 


Buildings 


12 


41 


55 


68 


74 


53 


141 


56 


Parent- Teacher Association 


3 


10 


19 


23 


25 


18 


47 


19 


Playground 


2 


7 


20 


25 


36 


26 


58 


23 


Thrift 


9 


31 


30 


37 


48 


34 


87 


35 


Go to College 








7 


9 


11 


\ 8 


18 


7 


Illiteracy 


6 


21 


15 


19 


20 


14 


41 


16 


School Week 


7 


24 


27 


33 


44 


31 


78 


31 


What the School Is Doing 


6 


21 


17 


21 


36 


26 


59 


24 


Recruiting of Teachers 


2 


7 


4 


5 


5 


4 


11 


4 


Americanization 


9 


31 


30 


37 


34 


24 


73 


29 


Night School 


11 


38 


43 


53 


45 


32 


99 


40 


Go to High School 


7 


24 


19 


23 


28 


20 


54 


22 


Safety First 


13 


45 


29 


36 


20 


14 


62 


25 


Bond Issue 


6 


21 


37 


46 


62 


44 


105 


42 


Patriotism 


4 


14 


7 


9 


15 


11 


26 


10 


Know Your City 


5 


17 


10 


12 


7 


5 


22 


9 


School Tax 


1 


3 














1 


.4 


School Lunch 


1 


3 














1 


.4 


Junior High School 


1 


3 


1 


1 


1 


1 


3 


1 


Clean Up 








2 


2 


1 


1 


3 


1 


Courtesy 








1 


1 





0- 


1 


.4 


Good English 














2 


1 


2 


1 


City Beautiful 








1 


1 








1 


.4 


Junior Red Cross 








1 


1 








1 


.4 


School Gardens 








1 


1 








1 


.4 


No Answer 


8 


28 


21 


26 


24 


17 


53 


21 



Read the table as follows: In 29 cities of 100,000 and over, 5 superintendents, or 17%, reported that they had carried on 
an attendance campaign in the daily newspapers; 11 superintendents, or 38%, a health campaign; etc. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



75 



TABLE XXI. 
THE BEST EDITION OF NEWSPAPERS FOR CARRYING SCHOOL NEWS 
FROM THE REPORTS OF 64 SUPERINTENDENTS OF SCHOOLS 



VI-2 


Morning Edition 


Afternoon and 
Evening Edition 


Sunday Edition 


Number of Cities 


Population 


Ranked 

1 


Ranked 
2 


Ranked 
3 


Ranked 
1 


Ranked 
2 


Ranked 
3 


Ranked 
1 


Ranked 
2 


Ranked 
3 


12 
24 
28 


Over 100,000 
30,000 to 10,000 
Less than 30,000 


3 
5 
4 


5 

7 
10 


4 
12 
14 


8 
10 
14 


2 
10 
10 


2 
4 
4 


1 
9 
11 


5 

7 
7 


6 
8 
10 


All 64 Cities 


12 


22 


30 


32 


22 


10 


21 


19 


24 



Read the table as follows : Of superintendents in 12 cities of 100,000 and over, in which there were three newspaper editions 
published, 3 ranked the morning edition first in effectiveness; 5 ranked the morning edition second; etc. 



THE -PES MOINES REGISTER :~ MON DAY .MORN-IM' 



"Jography" Is Fun With These Rubber Models 



"he Public Schools— From The 
Teacher's Viewpoint 




FLAG ONLY ADEEMING THING 

ABOUT OLD SCHOOL BUILDING I on; 



Dr. Englehardt, Expert in School Planning, Makes In- 
' l Street Structure and C 



\USE SEATS GRANDPARENTS USED 



spectio n of East Ma 
THJTPNION, MSWCIgSTER, W. H. iWi 



High School Wireless 
Course Elective Study 



"House" Plan Held by Some 

To Be Wakeful and 

Costly. 





School Girls Fashion Frocks and Frills 




ONE-THIRD OF CANTON 
PUPILS OPEN ACCOUNTS 
IN NEW SCHO OL BANKS 

Boys And Girls Save Money For Bicycles, For Clothes^ 

For Dresses, For Mother And For College — 

Deposits Average Seven Cents. 

Ueally all work generally plnead' 
upon the teacher In such Instances, 
as tha keeping of accounts and 
books Is done at tbe bank. 

"The bank In which tbe funds ot 



Pupils < 
posited: ot 
■per capita 



(908.67 and 
ore opened 

school banking system 



Inject Business Terms Into Lessons 
. on Arithmetic in Schools of Akron 



Tfio new course of study Id Arith- 
metic, compiled by Super la tendeat 
of Schools Carroll B- Rood, Is now 
being- used In tbe elementary grades 
Akron public schools, and la proV- 



inff 






■ Pie," "Bounce," "TOP 



Education Factory Runs 
i Night Shift A nd Trained 

Workers Am Its Product 



bejl STjapehded 'badness of 'K'lnley High 



a circumstance, ■ 



i education du> the i 



"^"^s'pffiao'pinpir: SATu^A^Mofiinirc. febbpabt as, iwi 



embraced in i 



$0 Pupils From Coronado Invade Air Station; 
Inspect Everything in Sight From All Angles 



HigK$chQp.t 
Papers ■ro:Get 
News /by Wirelesg 



SS3Sis^^^ v 



„ few of the 400 children of the Coronado public schools who made an offlaW ^»\ 
1£val Bir station at North Island Thursday morning. Under the personal dirctwnol Capt 
Bug. Under the personal direction "of CapU. H. Tomb, they "inspected everything in el- 
and tho big dirigible. They arrived in 50 automobiles, > 



SPECIAL FEATURE ARTICLES 
(This is material which the Newspaper is eager to get) 



CHAPTER V 

SCHOOL NEWS FROM THE NEWSPAPER READER'S 
VIEWPOINT 

GENERAL STATEMENTS 

If it were known just what effect a piece of printed material 
would have upon the one who reads it in a newspaper, the value of 
that piece of publicity could be definitely stated. 

This chapter is an attempt to discover by experiment which 
type of public school news is most interesting to the general news- 
paper reader. 

In brief the conclusions arrived at are as follows: 

There is rather close agreement on the part of 403 readers as to 
the interest created in their minds by ten different newspaper articles 
submitted to them for judgment. 

In general, newspaper readers, without respect to their occupa- 
tion, agreed in their judgments. 

However, a group which may be designated as commercial pub- 
licity experts did not agree in some respects with the other occupa- 
tional groups. 

The scale on newspaper articles, together with a reproduction 
of the articles which determined the points on the scale, are not pre- 
sented as a device to measure the effectiveness of newspaper articles 
in general. They are presented as an indication that in the minds 
of the general newspaper reading public, there is an agreement as to 
a good newspaper article on school matters and a poor one. 

MATERIAL COLLECTED AND METHOD USED 

A large number of newspaper clippings on the subject of the 
health of school children were collected. From these clippings 
those were selected which dealt with malnutrition. By a statis- 
tical process of selection, ten of these articles were chosen by 50 
judges as ranking in fairly equal steps from lowest or worst to highest 
or best. 

These ten articles were reproduced on a broadside which is pre- 
sented as Form 5, page 82. Six hundred of these broadsides were 
distributed in all parts of the country, and to as many persons in as 
many different occupational groups as possible. These newspaper read- 
ers were asked to rank the articles in the order in which they aroused 
"the greatest interest in the health of school children". The exact 
instructions given can be ascertained from the "Directions" in form 5. 
The following are the facts relative to the replies received. 



78 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



The Distribution I. "Broadsides", on which each article was given some rank, 

of the were received from 403 judges. 

2. These judges resided in 35 different states. 

3. Of the judges, 162 were women and 241 were men. 

4. From a statement of occupation reported on the broadside 

by each judge, they were divided into ten occupational 
groups as follows: 

(a) Public School Administrators. 

(b) High School Principals. 

(c) Public School Teachers. 

(d) Professional Advertising Women. 

(e) Housewives. 

(f) Persons in Professions other than Educational. 

(g) Persons in Business, 
(h) Clerical Workers. 

(i) Artisans and Laborers. 
(j) Newspaper Workers. 

These 403 judges therefore represent both sexes, a wide geo- 
. graphical area and a diversified occupational status. They are fairly 
typical of the general newspaper reading public. 

To the rankings received, the statistical method of right and 
wrong cases 1 was applied, the theory of which may be stated as fol- 
lows: Differences that are equally often noticed are equal unless the 
differences are always or never noticed. 

For the purpose of facilitating the work, the median ranking 
given to each article by each occupational group was determined. 

The median ranking of each group is the middle value assigned 
by each group to each article. Half the judges gave each article a 
ranking less than its median or middle ranking, and half the judges 
gave the article a ranking greater than the median. In Table XXII, 
page 93 these medians are tabulated. A study of them shows the 
general agreement of all groups as to the value of each article. The 
exception is the advertising-women's group, which differs somewhat 
in opinion from the others. 

1 Fullerton and Cattel— On the Perception of Small Differences, pp. 12 ff. 



Statistical 
Treatment 
of the 
Judgments. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 79 

It was desired from the judgments received to construct a rough 
scale which would indicate the relative value of the articles under 
consideration. 

The theory of the method employed in deriving the scale was the 
same as that employed by Dr. M. B. Hillegas 1 in his derivation of a 
scale for the measurement of quality in English composition. It will 
not be discussed in detail here. The statistical material from which 
the scale was derived is found in Tables XXIII, XXIV, and XXV, 
pages 93 and 94. 

A SCALE OF NEWSPAPER ARTICLES 

It was evident from the judgments of the various groups that 
there was little variation as to the relative position which they as- 
signed to each article. Therefore, the judgments of all the groups 
were brought together and a composite ranking obtained. Since the 
women advertisers as a group differed considerably from the others, 
their judgments are not included in the composite ranking but pre- 
sented separately. 

A graphic representation of the composite judgment is presented 
in Figure I, below. The newspaper articles which are repre- 
sented on the scale by the letters G, F, I, B, C, are presented in Fig- 
ures 2, 3, 4, 5, and 6, pages 83 to 87 inclusive. 

This scale means that of the ten newspaper articles judged by 
the composite group, Article G gave least interest in the health of 
school children, and Article C gave the most interest. Article F is 
1.09 units "better" than Article G; Article I .88 units better than 
Article F; and so on. The articles illustrating this Scale are found in 
Figures 2 to 11, inclusive. 

FIGURE 1. A Graphic 

A Scale of Newspaper Articles Re-presentation 



of the Scale. 



1.09 ^h-.88^k- .87 -><- 1.05 



H falls between F and I J falls between I and B 

E falls between F and I A foils between I and B 

D falls between B and C. 



'M. B. Hillegas — Scale for the Measurement of Qualities in English Composition bv Young People, 
pp. 14 ff . 



80 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 

WHAT THE SCALE MEANS 

An Explanation I. Of the ten newspaper articles printed on the "broadside" 

of the Scale. Article G is considered the poorest in the composite 

opinion of all the judges. Article C is considered the 
best. The others are scattered between, as indicated 
on the scale. 

2. How the unit of measurement is determined: Consider two 

hypothetical articles, X and Y. The unit of measure- 
ment on the scale would be the difference between X and 
Y if 75% of the judges agree that Article X is better 
than Article Y, and only 25% consider Article X worse 
than Article Y. In this hypothetical scale, Article X 
would be placed exactly one unit higher than Article Y. 
Returning to the newspaper scale with this unit of 
difference in mind, it will be seen that in the composite 
judgment there is a little more than one unit's difference 
between Article G and Article F, — to be exact, 1 .09 of 
a unit's difference. This means that slightly more than 
75% of the judges considered Article F better than 
Article G. In the same way, slightly less than 75% of 
the judges considered Article I better than Article F; 
and so on. In other words, the differences between 
Articles G andF, F and I, I and B, B and C, are nearly the 
same; in each case, this is a difference upon the direc- 
tion of which approximately 75% of the judges agreed 
as illustrated above. 

3. No absolute zero point was determined for the scale, and 

therefore the scale is relative not absolute. This 
means that no absolute value is assigned to the articles; 
Article G is not evaluated except in relation to the 
other nine articles; it is worse than any of them. In 
the same way, the position given to Article C is rela- 
tive, — it is better than any one of the other nine. It is 
valid to state that Article C is approximately 2.80 units 
better than F, but we cannot state that C is three times 
or ten times as good as F. In other words, we can 
state that one article is so many units better than an- 
other article, but we cannot use any times-as-good 
comparison. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 81 

Articles A, D, E, H, and J, are not given a position on the scale, Articles not 
since it was desired to fix only those points which came nearest to Represented 
differing one unit from each other. The relative position of these on the scale 
articles is as follows : Articles H and E both fall on the scale between 
Articles F and I. Articles J and A both fall on the scale between 
Articles I and B. Article D falls on the scale between Articles B and 
C. These articles are presented in Figures 7, 8, 9, 10, II, pages 88 
to 92 inclusive. 

In general, the advertising-women's group ranks the articles the 
same as the others with the following exceptions : Article A is ranked 
by the women advertisers as the best article or highest on the scale 
in place of Article C, as chosen by the others; Article C, which the 
others give the highest rank, the advertising-women's group places 
much lower. 



Newspaper Articles About the 
Health of School Children 





DIRECTIONS 


Write your n 


ttnehere 


Post Office 


State 



FIRST, Read ALL the articles through. 

THEN, Choose the article which gives you the GREATEST INTER- 
EST in the health of school children. In the square 
ABOVE this article, put the figure 1 like this: I j I 

NOW, Choose the article which gives you the LEAST INTEREST in 
the health of school children. In the square ABOVE 
this article, put the figure 10 like this: I |( „ I 

NOW , Choose the article which Is SECOND IN THE INTEREST it 
gives you in the health of school children. Put a figure 
2 in the square ABOVE it like this: I J~l 

NOW, As before, choose in turn the article which yc 

be .Vrd, 4th, 5th, 6th, 7th, 8th, 9th. In the squa 
each article put the figure which indicat 
which that article has for you. 

When you have finished, you should have a FIGURE IN EACH OF THE 
TEN SQUARES. 

BE SURE YOU HAVE FILLED IN YOUR NAME AND OCCUPil TON 
ABOVE. 

MAIL TO: R.G.REYNOLDS 

Teachers College 

New York Gty 



[cH 



dcd From Page One | 

,1 in 5 children i 
underweight! 





Large Gains in Weight and Health 
of Pupils Are Found by Nuritition 
Class Worker on Her Visit to City 




FOUND FIVE HUNDRED SCHOOL 
CHILDREN IN NASHUA SUFFERING 
FROM MALNUTRITION CAUSES 



Dr. Wallace of That City Gives Important 
Address on Survey Results at Durham 
Farm Bureau Meeting 



Northwestern 
Club to Open 
Clinic Monday 

r 5^ l '\ Mh'vr'.'.^. I '"vom," : ! 





School Health Workers 
Call 5-Cent M ilk High 

Hygiene Committee Chairman Seckinc Means To Secure 
Nourishment For Children At Cheapest Possible Cost 
Asks Aid Of Dr. Buckler In Formulating Plan. 



n 



SCHOOL PUPILS 
IN BERKELEY 
UNDER WEIGHT 



MEAL COW HELPS 
UNDERWEIGHT GIRLS 

Maslcn llirh School Pupils 

Drink Milk, Rat Graham 

Biscuits Daily. 



MOTHERS' CLUB SUCCEEDS IN IMPROVING CHILDREN'S HEALTH 



9/ 



Dlfi 



MT 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



83 



The five newspaper articles which follow are the ones repre- 
sented on the scale. 




FIGURE 2. 
Newspaper Article — G. 

Northwestern 
Club to Open 
Clinic Monday 

jlIE regular meeting of the 
Northwestern Woman's 
Club was held at Dia- 
mond Temple. Jan. 3. 
An interpretation of Van Dyke's 
"The Other Wise Man," was given 
by Mrs. Wirick Shafot;. Mrs. Ber- 
tha Stoll. pianiste. gave the Fan- 
tasie Impromptu (Chopin). Mrs. 
John Maney, accompanied by Mrs. 
Frederick Covert, sang a group of 
Rongs by Burleigh. Both numbers 
"ere thoroughly enjoyed. 

Mrs. B. R. East, chairman of the 
child welfare committee, introduced 
Dr. Palmer, of the board of educa- 
tion, who spoke of the malnutrition 
clinic to be opened In the Clinton 
School, Jan. 10, by the Northwestern 
Woman's Club with the co-operation 
of the Visiting Nurses' Association 
unci the board of health. 

It is the \ntentlon of the'cHnic to 
give a substantial noon meal to a- 
group of CO children, and the result 
of this experiment will enable the 
hoard of education to definitely de- 
cide future action In the matter. 

Miss Xila Smith, supervisor of 
the' primary grades of the city 
schools, spoke from the standpoint 
of the teacher, of the "project" 
method which is now being used in 
tile schools. 

Miss- Elizabeth Cleveland, super- 
visor of vocational, training, ex- 
tended an Invitation to the club to 
visit the new Teachers' College. 

The philanthropic committee, Mrs. 
Walter Pannalee. .chairman, an- 
nounces an evening of cards and 
dancing at tho Federation Club- 
house, .Tan. 14. 

The next meeting of the study 
class will bo held Jai. 10. Mrs. 
Willard Vnderill will present, a pa- 
per, "Progress of Modern Inven- 
tion." Roll call will bo responded 
to by a. summary of "Things we 
would like to have invented.". 



84 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



FIGURE 3. 
Newspaper Article — F. 

SCHOOL PUPILS 
IN BERKELEY 
UNDER WEIGHT 

BERKELEY,"!?©!). 19. __ Fifty 
, )}er cent of. the pupils in five Ber- 
keley schools visited have been 
found to beunderweight, says Miss 
Florence Boddy, superintendent of 
' health visitors of the college city. 
The' pounds which are lacking 
to bring the children up to normal 
vary from 1% to 13%, states Miss 
Boddy, the average being 7-35 
pounds. Discovery of the hsort- 
comlngs of the pupils followed 
weighing done by school nunrscs 
under Miss Boddy's supervision. 

Defects found in children 1 in all 
of the Berkeley schools numbered 
2452 with the beginning of school 
nursing- work last year, says Miss 
Boddy Special attention is being 
given by ihe health visitors to the 
curing of speech defects and a 
clinic for this purpose has been 
opened for children of the ci' *. 
-he Berkeley dispensary. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



85 



FIGURE 4. 
Newspaper Article — I. 



MOTHERS' CLUB SUCCEEDS IN 
IMPROVING CHILDREN'S HEALTH 



•"Sturdy boys arid girls in body" as 
Well as in mind." 

• That is the. unwritten slogan of a 
group of Hamlinc mothers interested 
In chUd welfare .work In their par- 
ticular community. As u result the 
milk triatlon at Che 1 Hancock school 
pijd tho recent weighing and meaa,- 
^jir.g workyorought forth Bom~,won- 
jderful rejsiilvs 'in'huildin? up unex- 
Jpcctcd, undernourished children. 
i" The Hemline .Mothers', clul) activi- 
ties have cijt.tttrod around the, solving 
jof child . Welfare problems.', The 
Two chief enterpriser so far have 
'been the continuation and devclop- 
'mopt of the. milk station and the ;n- 
!st;. llation of the weighing and iflcas- 
|uring syate.ni how in 'operation.' 

First' .Meeting in December. 

• The first, ehl'd. tfeifiirc meting was 
held, in December.- when the club 
heard Hlsa Lucy CoVdinier talk about 
the food and -habits of children and 
st'orsed .th» bchefits to he gained 
from systematic 'weighing and meas- 
uring.' A spec-' i child welfare meet- 
ing was planned for. February in the 
assembly i;oon of the Hancock school 
when exhibit potters were on view. 
At this gathering the 'health alpha- 
bet' book was distributed as souve- 
nirs. The school nurse requested co- 
operation of parents arid children. 
Dr. E. A. Meyerding. and with one 
of hfs -assistants demonstrated opera- 
tion of. scales and explained the sys- 
tem. -All the boys and girls of the 
school has' now • been weighed .and 
measured and the club will again 
hear B|iss Cordinier at a' special pro- 
gram at .1 P. M. Wednesday at the 
school. Mrs. Ine* C. Bucklin's dra- 
matisation ' from ^Cho-Cho and the 
Health 1 Fairy" will Ih? given by tho 
little children ^of the school. 

The Mothers' club h«.s its eye on 
efficiency and a r&st room for the 
leach*-.". With this in mind ah enr 
.{arlaiilRiont and community reception 
will take place at 8 P. M. tomorrow 
in the nss-fmbly room of tho school. A 
Lonstfvliow and olden day .program 
with tableaux -and songs in costume 
his been planned by Mrs. M. E. Old 



,".ncl Mrs. Bucklin. Mrs. J. E. Hounds 
"will srive a short talk. A. silver, offer- 
ing will be taken for th> club's now 
project, that of a., rest room for the 
school's instructors.. MH.. M. F. Ern^t 
Is president of. the club and Mrs. W. 
W". Metiers Is secretary* -Mrs.. J. S. 
Kuggetl is chairmen of .milk commit- 
tee: Mrs. Sidney Horsley, chi'd wel- 
fare, and .Mrs. Thomas. P. Beyer, pro- 
gram. 

Opened Last Sprinjj. 

The milk Sir' t lop ' opeued . last 
sping. The ■average daily distribution 
was 400 bottler, each child paying !i 
cents a bottle. The early part of til's 
year with rniik ot 4 rents consumption 
decreased. After Christmas, 'however, 
following- the impetus of the child 
welfare rally with milk 'again at ' 3 
cents the distribution, reached 310 bot- 
Hsa daily With the coming of the 
weighing and measuring program 
daily distribution rea'ched 412 bottles. 
The Hancock nvl-lc station is the only 
one in 'the city that has been self sup- 
OX.-rting froiii Its beginning. Mrs. 
Hljggctt with her' staff of twenty 
rhclpers operate the station. She ap- 
peal's every day and proves a verita- 
ble 'house-mother to the school kid- 
dies. First she was known among the 
boys and girls as the "miik-tcachcr," 
".ow'she is the "milk mother." 

The children are interested in being 
■•C'igiied and measured. Mrs. K. A. 
Johnson has charge of the work and 
has tht-ee assistants. The work has 
developed to such an extent that 'five 
assistants are kept busy. In' the en- 
rollment of 893 children 211 or 24 per 
cent or more are underweight ; 110 or 
1.1/4 per cent are. 10 per centi under- 
weight. The 7 per cent underweights 
will be weighed each month and all- 
•tho children will again be weighed 
before school closes for the summer 
vacation. It 'is a plan of the mothers 
to have a nutrition class for the 
number. of Underweights. Co-opcra- 
tion.of the principal of the school. 
Miss Edith Taylor, the teachers, 
nui-seS, parents ;and children has made 
the work a prontr-.ble and pleasurable 
one, said mothers 'yesterday. The 
helpers are all volunteers. 



86 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



FIGURE 5. 
Newspaper Article — B. 



Large Gains in Weight and Health 
of Pupils Are Found by Nuritition 
Class Worker on Her Visit to City 



f Miss Mable Skilton, of Roston, nutri- 
tion-class worker with Dr. William R. 
1'. Emerson, arrived in Rochester yes- 
terday and visited several nutrition 
classes. Miss Skilton will remain in the 
city for two weeks visiting the present 
classes and assisting iu organizing new 
classes. Dr. Emerson will come later to. 
confer witli nutrition workers. 

Miss Skilton visited the class at No. 
:; Sohool, of which Miss Mildred Camp- 
bell and Dr. Miller have charge. The 
gains in this class have b.cen excellent, 
one child having been graduated. Em- 
niett l'eake is the first child in the Roch- 
ester nutrition classes to "go Over the 
top. - ' His weight went from 55 1-4 
pounds to 02 1-2 pounds in fourteen 
weeks. N.ext week he will be presented 
his diploma by Dr. Emerson and will 
receive a prize for being the first of the 
his class to 'be graduated. An important 
tindir.i in ahe class at No. 3 School is 
that fourteen of twenty-one in the class 
are reported by their teachers to have 
improved mentally as well as physically 
The total number of pounds gained in 
the fourteen weeks is 130. Of those who 
dill not' gain il was discovered that 
they were not getting to bed early. 

•'One of the best tricks to gain is go- 
ina to bed early." said Miss Skilton in 
addressing the class. "Every boy and 
girl in a nutrition class should be in bed 
at S:30." 

The MoHflt "Carm>r nutrition. ^lass. 



directed by Miss Lois Kcmage and Miss 
Mildred Warrant, with Dr. Caccamise| 
as physician was next visited. It was, 
found that a number of children had 
made excellent gains and. that several 
were near graduation. All - children in 
the class have given up tea and coffee 
and niany are drinking milk. The high- 
est gaiii in the class was three pounds, 
hut the best chart in the' class is owned 
by Joseph Mirabella, who has made a 
steady gain each week. and. has a good 
chance of going over the top in 'another 
week. This is a ease where the child 
was more than 10 per ceDt.. under 
weight. 

Miss Skilton remarked that tile chil- 
dren in the class looked better and held; 
themselves better than when they en- 
terd, and some of the children had made] 
such a gain that she scarcely recognized. 
them. Miss Skilton impressed upon the ( 
children that "now is the time to grow."i 
If undcr-weight condition persists it be-' 
comes chronic and is harder to correct; 
in later life. Children taken in the early! 
years of life can gaiii their weight much] 
mere readily and once gained, if no, 
physical defects are present, the weight] 
will not he lost. Graduates from nutri-j 
tiou classes, according to Miss Skilton,' 
do not tend to lapse. ] 

Miss Skilton is in the city under the! 
auspices of the Tuberculosis Association 1 
of Rochester and Monroe County and 
will be a guest at the Century Club dur- 
ing her stay in Rochester. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



87 



FIGURE 6. 
Newspaper Article — C. 



The Public Sc hpols 

What Schools Have Done, Are Doing and Will Do for 
Buffalo. 



WASTING LIVES 

Y> editor has no head lor figures (?) But there are still manv of our 

and no inclination to make figures babies left. By this time thev are in 

lie. Statistics are inconvenient to get school, thousands of them— selected 

and dry reading anyway, so we shall group that has survived the ordeals' 

dispense with them and base our story of Infancy and early childhood- surelv 

on facts that you, kind reader, have these shall develop to stron» ' sturdv 

only to look around you to verify. manhood and womanhood Let us see 

Here are a few of these facts: (1) A Glimpse of the Schoolroom 

Babies are born every minute, many ot (S> Let's look irf on average fourth 

them well and strong, many of them or fifth or sixth grades— not as nhv 

cursed with a heritage of disease; for sicians or nurses but just as mmnti 

"The Sins of the Parents Are Visited with our eyes open. Five pupils wear 

upon their children"— even to the ing glasses. Why? That's another 

third and fourth generation." (2) At story; but they show parental atten 

the end of a year lilies are bowing tion and mentally we give father a plus 

over a multitude of little graves where mark. F've more frowning or bend 

the proud faces of mothers might have ing over books, some with red evelid* 

been bending over little cradles. and inflamed eyes — the frowns are 

(3) In two years there are many not from displeasure nor the eves red 
more little mounds in God's acre and with anger. It's eye strain ' What 
many more empty hearted mothers in causes it? Why isn't the cause 

our homes. moved and the condition corrected' 

(4) In three, years most of the weak Sonne one is blundering and >the child 
little voices are never rnore to be is paying for the blunder. Over in the 
heard on earth and, alas! rnanyof 4he corner — a vacant face, parted lips pale 
strong ones are hushed, and you say round shouldered, a typical "mouth' 
"God has taken them," "the Lord breather." Why?. Why doesn't some 
giveth and the Lord taketh away." one throw out the life-line to this child 
And here permit a passing comment, before it's too late? 

The Lord gave the little child. True, Middle row — halfway back pale lit 

and the Lord hath taken it back. True tie girl, narrow chested, with dreamv 
again, but we are not so sacriligious as eyes too bright if disease has beiuii 
to ^believe that the Lord was on "In- too dull if poor nutrition has not rone 
dian Giver" and that He would jeal- loo far. A candidate for the oner/ air 
ously or wantonly or cruelly take class or the tuberculous ward Your 
away what He had given. Why not rhr.ice now, later there will be * no 
face the truth and acknowledge that choice. Why doesn't somebody choose 
God had taken back the little soul life for this child? 
because we sacrificed the little body \A nothcr frowning, face, this time It's 

upon the altar of sin and Ignorance or evidently discontent. 111' temper not 

neglect Let clean, wise, thoughtful eyes— a misfit In the class. He needs 

parents who lose a little child take something to do that ho can do hand 

comfort, i fthey can, in the belief that work, book work, that is practical He's 
God had use in heaven for. the little the opportunity school tvpe, but he 
one; but there should be no Ruch com- isn't in the opportunity school because 
fort for the father who defiled his there isn : enough room for him 
body or the mother who became a What's the answer? More opportunity 
mother with no knowledge of the care schools, of course, br one a good deal 
that the baby should have. Much less larger than that we now have 
excuse or comfort should there be for A stolid face in the back seat at- 
parents who ignore their charge or del r tracts our attention. "Verv slow, never 
egate their parental duties to servants, recites— deaf." A tragedv in five 
Cruel, material philosophy." Do you words. The answer: Special class 
i,„y? Not at all, We are merely say- v ith special attention, lip reading, deaf 

children Shall there be more?' Ifs 
up to you, Mr. Taxpayer. By the 
way, how much is a child's life worth, 
anyway? 

Turn to the Weight Chart. 
Wo turn to a chart on the wall. It's 
story is told in figures that do not lie, 
for they are the record of the scale 
which ip an instrument of precision. 
And the story of the scale as recorded 
on the chart 'S that one child out of 
everv five is below the weight that his 
height demands. "What's the cause?" 
"Malnutrition." "What causes malnu- 
, trition?" Bad food. What's the result? 
measles, | re fer you to a medical dictionary, be- 
gin almost anywhere and read both 
ways. 

People of Buffalo, these rather i;n« 
pleasant stories have only one pur- 
pose. To enlist you in an army that 



ing again what science admits and re- 
ligion should admit if its doesn't, that: 

CHILD MORTALITY IS THE DIS- 
GRACE OF THE RACE. It is a dis- 
grace because 

r T IS PREVENTABLE. 

-iut to resume our arraignment of 
facts! (5) In four years the fittest 
children of the fittest parents have 
survived; also some born weak and 
some who have had weakness thr»st 
upon them. 

(6) Now comes the time whuit 
childhood runs the gauntlet of "Chil- 
dren's diseases." Mumps, measles, 
diphtheria, whooping cough and scar- 
let fever, aid the grim reaper to take 
toll of our little ones. For we have 
raised no fortifications against him — 
have put no barriers before him. Like 



Indian faltalists our dry is "Kismet" or shall fight tntellipently'for thp'pres^- 
weakly call upon our faith instead of v -it.'on and welfare of our children. 

fow soon shall vou be ready r or the 
— lib- crusade? 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



The five newspaper articles which follow are not assigned a 
definite position on the scale. Their relative position has been given. 



FIGURE 7. 
Newspaper Article — H. 

School Health Workers 
Call 5-Cent M ilk High 

Hygiene Committee Chairman Seeking Means To Secure! 
Nourishment For Children At Cheapest Possible Cost 
Asks Aid Of Dr. Buckler In Formulating Plan. 



The hygiene committee of. the School 
Board, to which the question of extend- 
ing the milk service in the schools was 
referred by the board, appealed today to 
Dr. Warren H. Buckler, director of 
health work in the schools, for a plan 
whereby this tould be accomplished.- 

Theodore E. Straus, chairman of the 
committee, said there is a fund of about 
$1,000 which had been provided for 
school luncheons which might be avail- 
able for such work. It is felt that the 
price of 5 cents a half-pinf, which was 
quoted by the Baltimore Dairy Council 
to the School Board in their offer to sell 
milk at that price to the schools and to 

nply children who could not afford to 

_y, was too high. In Dr. Henry S. 
West's report to tbo School Board* out- 
lining the present system of serving milk, 
it was pointed out that at School No. 6, 
the only school where every f:hild drinks 
bis half pint of milk daily the children 



paid only 3 cents a half-pint, and that 
at School No. 39 milk was sola at '4 
cents a half-pint. It is declared that 
the children be provided milk at whole- 
sale price. 

Council Is Interested. 

At the Baltimore Dairy Council it 
was stated that the proposition to ex- 
tend the milk service in the schools had 
aroused much interest among the teach- 
ers. Nineteen schools have asked for 
further information on the subject and 
indicated that the service would be wel- 
comed if the School Board agreed. 

Opportunity for Miss Sophia Sey- 
ferth, teacher at the Eastern High 
School, who complained to the board 
yesterday that she had been discrimi- 
nated against in the matter* of salary, 
to be examined by the board's physician, 
will be granted immediately, ' She was 
granted a leave of absence on half-pay 
until April 1, with the privilege of re- 
turning to her classroom if able before 
that time. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



FIGURE 8. 
Newspaper Article — E. 

CHILD'S WEIGHT IMPORTANT 



Undernourished One Is at Disad- 
vantage, Herman J. Norton Shows. 

"A child who is 10 per cent, or more 
under weight cannot be expected to pro- 
cress as rapidly and successfully ita 
school as a child who is.iip'to normal," 
saiil Herman J. Norton, director of phy- 
sical education of the Board of Educa- 
tion, in speaking before the Deaeue of 
iWomeu Voters at No. 104 West avenue 
last even in p. 

"Nutrition classes have already been 
'established in some of the fhiblic school" 
and we hope before lonpr to bp. able to 
conduct classes in all' of the schools. The 
results obtained to t*i? have been re- 
markable. It is surprising to see the 
number of children who are really suf- 
fering from malnutrition." 

Jlr. Norton illustrated his talk with 
slides ^prepared by Dr. William fl. V. 
Emersdn, of Boston, who "<vas bronchi 
to this citj- recently t^v the Tuberculosis 
Association, and who started the classes 
Mr. Norton will give talks to other oN 
(.'rtbizations that desire to learn more -«( 
his phase of health' education "work. 



90 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



FIGURE 9. 
Newspaper Article — J. 



MEAL COURSE HELPS 



Masten High School Pupils 

Drink Milk, Eat Graham 

Biscuits Daily. 

War has been declared on under- 
nourishment at Masten Park High 
school. I, T nder the leadership of Mary 
Krieg, in charge of physical training-, 
more than 100 girls, all underweight, 
are taking- the "meal course" and are 
gaining in avoirdupois. 

This course was begun last fall under 
the direction pf Lillian McDonald, 
now on a leave of absence in New 
York. Last term 103 took the cdurse. 
Most of them come from comfortable 
homes where they can eat plenty of 
food, but sometimes they do not eat 
enough of the right kind of food and 
this shows in their weight and general 
health. 

Unlike any other course in the high 
school, there are no credits or no home 
work in this. When a girl is found 
underweight all that is required of 
her is that every morning at 9:45 
o'clock, after registering, she shall 
drink a glass of milk and eat -a gra- 
ham biscuit. 

Department records show how bene- 
ficial this simple regimen has proved. 
Nearly all the girls both last term and 
this have gained in weight. 

Teachers also impress on the girls 
the necessity of sufficient exercise, 
plenty of sleep, the proper kinds and 
quantities of food and other matters 
n f hygiene. 

J ''Sometimes we have Trouble with 
girls," said Helen Blackman. who as- 
sists Miss Krieg. -Seme just cannot 
take milk. But for the most part the 
girls are delighted with this idea. The, 
domestic science department has '-■r-crj 
helpful to us." 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



01 




UNDERWEIGHT 

$95,000 Planned by School 
Board To Feed Under- 
nourished Pupils. 



As result of two reports to the 
Hoard of education, one showing 
that there arc 9.000 dangerously 
undernourished school children in 
the city, and the other showing that 
-0 per cent of the school children In 
three representative districts are 
undernourished, the school board 
budget committee Tuesday decided 
to ask tentatively for a $95,000 ap- 
propriation to supplement the feed- 
ing of these children in a scientific 
way for one year. 

< li is sum about $60,000 is 

asl. io supply lunches for 3,000 of 
the undernourished children; the 
rest of the money would care for 
the board's appropriation for meals 
for the anemic children, the deaf, 
the parental school and other regu- 
lar activities of past years. The 
$95,000 is purely tentative and will 
be revised when the complete re- 
sults of the health' survey now be- 
ing taken in the schools is made 
Children who can afford to pay for 
the lunches furnished in the schools 
will be asked to do so, Samuel C. 
Mumford, board member, said. 

20 P^R CENT UNDERNOURISHED. 

upp'lementary' estimate for 
feeu.ug undernourished children 
will be considered In a week or 10 
J .ays. A department of health sur- 
. ey of the city, according to Dr. 
Henry F. Vaughan. health commis- 
sioner, showed the number of dan- 
gerously undernourished. Mr. Mum- 
ford told the board that a. survey 
made in three different types of dis- 
tricts showed that 20 per cent of the 
children were undernourished. This 
was true even among children of 
the well-to-do. He announced that 
all the children in the city would 
be weighed and measured to de- 
termine how widespread the under- 
nourishment was and a thorou 
■ ir.g study would be made. 
■ n joint meeting of the boa: 
.■cation and the library comnua 
sion Tuesday it was decided to re- 
quest the Common Council to lease 
the property on the present down- 
town library site for l lie purpose 
of building a joint board of educa- 
tion administration building am' 
branch library. The present 
expires next year and the ! 
on the property is i-ondcmr, 



FIGURE. 10 
Newspaper Article — A. 



matte ' ,omc before the Cov-«U 

Jan. 

Mr. ,.v| pointed out tha, ..e 

ercctli the building would elim- 

inate a $ln,00O a year rent bill and 
that 54,in.'j'in could be obtained to- 
ward the payment of the building 
by the sale of the board of educa- 
tion property at 50 Broadway. 
BUDGET IS CONSIDERED. 

The board of education', meeting 
as a committee of the whole, began 
the consideration of tn,.- school 
budget yesterday. The gross ask- 
ings of the maintenance fund were 
$13,253,253.48. Some of the import- 
ant items going to make hp this 
sum are $5,973,731 for the elemen- 
tary schools; $1,931,941 for the high 
schools; $309,334 for the intermedi- 
ate schools; $518,004 for special ed- 
ucation, including the crippled, blind, 
deaf and anaemic children. 

Three new open air units to ac- 
commodate 70 children each wem 
requested. Next year it is estimated 
that the board will instruct 510 
anaemic children, 120 blind, 183 
deaf and 1.596 who have defective 
speech. The estimate for lncorri- 
gibles is 359 and for backward 
children, 2,165. 

The budget showed an increase of 
7 per cent In educations admin, 
istratlon. This increase is due to 
the vocational bureau, the schedule 
increases of clerks, the employment 
of new clerks to relieve executives 
and additions to tfrt »taff of the 
psychological clinic. 

WOULD COACH FOREIGNERS. 

Plans for the spring census esti- 
mated the school population of th< 
city at 231,700 and an appropriatlot 
of $16,000 was provided. In th< 
elementary schools 90.356 childrer 
are expected to be eoroVcd; in thi 
high schools, 13.667. 

Provision is made in .. » budge 
for the coaching of foreigners bj 
assigning -to coaching teachers fo> 
this purpose. 

A grow.., ot 30 per cent wai 
shown in the summer olementarj 
schools and members of the boaril 
declared that the summer school ex- 
pedited progress and tended to- 
-ards the all year around school, 
hree proposals for engineer; 

■-: janitors' SBlaries w.erc consid- 
ered, but no action taken. A $25 in. 
crease was granted as a bonus tc 
the engineers in 1919 and 1920, anc 
the board committee suggested thai 
now as living conditions were moi-< 
normal. the engineers' salarie; 
might be reduced either $15 or $2: 
a month. , 

The board, meeting as a commit- 
tee of the whole, will continue it! 
lcliberations Wednesday after- 
noon. At that time or at the regu- 
lar meeting Thursday night tin 
building budget of $5,493,000 will b< 
considered 



Feeding Undernourished 
--ne by Women's Clubs 

a meeting of the child welfare 
artment of ths Federation o 
Women's Clubs this morning the co 
operation of Frank Cody, supcrin 
tendent of schools, and Dr. Hour; 
F. Vaughan. health commissioner, ii 
the department's proposed plan W 
feeding 3.000 of the city's O.OOfJ 
under-nourished school child---] was 
indorsed. 

"The plan is not a new o. ,o the 
child , welfare department,'' said 
Mrs. W. H. Mortimer, chairman 
"For three years the women's clubs 
of this city have fostered the idea 
that the work we have been doing 
would win the recognition of botl 
the department of health .and the 
board of education. 

ASKED CODY'S AID. | 

"In a recent letter to Mr Cody 
we asked co-operation In this work, 
which it was our Intention to carry 
i>n in larger proportions. The result 
has boen so beneficial and satisfac- 
tion of parents so apparent that the 
federation hoped to carry its work 
into every school of the city. 

"The department, however, la not 
entirely in favor of the plan out- 
lined by Dr. Vaughan, which rec- 
ommends that the hot meals be 
given free to these children. One 
of the aims of tills department' is to 
discourage the pauperising of De- 
troit's citizens, and we believe that 
this would be an outgrowth of a 
free lunch plan. Lunches should be 
laid for by parents who are able 
to do so and only those children 
whose home conditions arc found 
unsatisfactory by the visiting nurses 
assigned to the case should be given 
meals gratis." 

MRS. NOVAK EXPLAINS. 

Mrs. Charles M. Novak of the fed- 
eration pplnted out -.(hat the child 
welfare department has been serv- 
ing lunches of milk and crackers for 
the past three years In 20 of the 
city's schools. More than 5,000 chil- 
dren benefited by this food which is 
served each day at 10 a. m. 

The monthly reports given out 
this morning by members or the 
committee showed that during the 
17 school days of December. $1,300 
had been paid for milk and crackers. 
Pennies collected from children able 
to pay amounted to $1,389. The def- 
icit was made up from the John 
Dodge fund which was given for 
thls work several months ago. In- 
crease in health and weight of the 
children partaking of these lunches 
was In great contrast to schools 
where no lunches were served 1 dur- 
inj he month, according to Mrs. 
Jlo; umer. 



92 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



FIGURE 11. 
Newspaper Article— D. 



FOUND FIVE HUNDRED SCHOOL 
CHILDREN IN NASHUA SUFFERING 
FROM MALNUTRITION CAUSES 



Dr. Wallace of That City .Gives Important 

Address on Survey Results at Durham 

Farm Bure au Meeting 



DURHAM, Jan. 12. — Over five hun- 
dred school children in the city of 
Nashua between the kindergarten age 
and the junior high school are under 1 
"weight, stated Dr. Arthur Wallace ot 
the Gate City, the only formal address 
of the day, on second day of the 
sixth annual New -Hampshire 'Farm' 
Bureau Federation meeting. He also 
said that similar conditions to those 
in Nashua and 'elsewhere are a mett- 
ace to the 6ta+e and the nation and 
ruggested the desirability of -passing 
legislation that will make it Impossi- 
ble for hoys <ind girls suffering from 
the -mal- nutrition and its consefjuenc- 
e.p to obtain employment in factories,' 
mills or elsewhere. 

Hinders Growth. 

The U'H and coffee habit, which 
hinders the growth of the tissues in 
children, is all too prevalent," de- 
clared T>'r. Wallace and added, "Over 
fit) T>"r cent of the children in Nashua 
are Us n.nd coffee drinkers." 

Depicting th e. jdaxliing conditio: 



.. of the Jd-allli 
of the children attending rhe public 
schools of Nashua was made Dr. Wal- 
lace said it V»>)Is found that • only 2!i 
per cent of the children were accus- 
tomed to drink milk. "During this sur- 
vey;" said Dr." Wallace, "It was dis- 
covered that 95 pupils out of 248 ex- 
amined especially to discover mal- 
nutrition were underweight. You will 
readily see that that is almost 40 per 
cent.'' 

Determined to prosecute the cam- 
paign of education and to try anc" 
correct the serious conditions found, 
as well as secure the co-operation ol 
the parents of -school children, those 
in charge of the survey . adopted the 
slogan, "We believe that health is more 
than education alone." 

The results of the campaign dis- 
closed five causes which 'contributed to 
the deplorable health conditions ex- 
isting among the Nashua school chil- 
dren. These five causes, declared Dr 



(Continued from Page One.) 



Wallace, wero first, bad tonsiU and 
adenoids; second, bad teeth; third, 
excessive fatigue; fourth, insufficient 
food; fifth, bad habits of living. 
Many defects. 
Examination of the childrjn. Dr. 
Wallace said, showed that practically 



(Continued •»n__ ,P;n;f Jlhttff.J 

every case -manifested such symptoms 
as curvature of the spine, flabby 
muscles, stooped .,lk»ulr!°r= -"i^d a 
haggered, sober expression. " - s 

Dr. Wallace related ?n detail bow" 
the survey committee has been work- 
ing lor the past year to eradicale the 
causes of malnutrition discovered 
among the Nashua children. He 6aid 
that a system of educational training 
to teach the parents and the children 
how to co-operate in eliminating the 
deplorable consequences of malnutri- 
tion has been inaugurated and this 
system has already shown much re- 
sults. 

Actual feeding in some of the schools 
has been attempted and the drinking of 
cocoa and milk In lieu of the all to'o 
prevalent use of tea and coffee has been 
persistently encouraged. 

Dr. Wallace intimated that Nashua is 
not the only- community in which school 
children are suffering from malnutri- 
tion and its bad effects, and left theim- 
,'pres"Sion on the audience that a similar 
carefully conducted survey will reveal 
approximately the same condition in 
lanv urban or rural community. 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



93 



TABLE XXII. 

MEDIAN RANKINGS GIVEN TO TEN NEWSPAPER ARTICLES BY TEN GROUPS OF JUDGES 

Read the Tables as follows: Of 85 School Administrators, one half placed on Article A, a value less than 4.1 and one half 
placed on Article A, a value greater than 4.1. 



Groups 


Number of Judges 


Median Ranking Given to Each Sample 


A 


B 


C 


D 


E 


F 


G 


H 


I 


J 


1. School Administrators 

2. High School Principals 

3. School Teachers 

4. Advertising Women 

5. Housewives 

6. Persons in Professions 

7. Persons in Business 

8. Clerical Workers 

9. Artisans and Laborers 
10. Newspapers Workers 


85 
87 
61 
34 
37 
34 
24 
12 
24 
5 


4.1 

4.1 

4.4 

1.3 

4.6 

2.5 

3. 

4. 

4.5 

3.3 


3.3 

3.9 

3. 

3.3 

3.7 

4.1 

3.5 

3.8 

4.5 

5.8 


1. 

1.3 

1.4 

4.3 

1.3 

1.5 

1.4 

1.4 

1.5 

8. 


3.3 
2.9 
3.1 
3.6 
3.8 
3.4 
4.5 
3.2 
3.1 
2.3 


6.6 

7.6 

7. 

5.4 

6. 

7.2 

7.1 

6.5 

6.8 

6. 


7.4 

7.3 

7.8 

8.4 

8.1 

8.2 

7. 

7.5 

7.8 

4.3 


10. 

9.8 
9.7 
9.8 
9.8 
9.7 
9.8 
9.7 
9.2 
9.9 


6.9 
6.5 
7.5 
5.5 
7.4 
7.5 
7.5 
8.5 
6.5 
5.3 


5.5 

5.7 

5.6 

6. 

5.9 

5.1 

5.2 

3. 

4.1 

5.2 


5.3 

5.4 

5. 

5.6 

5.1 

5.7 

5.5 

5.2 

5.8 

4. 



TABLE XXIII. 

THE NUMBER OF "BETTER" JUDGMENTS OF 369 INDIVIDUALS IN RANKING THE TEN 

ARTICLES 



Articles 
Compared 






Articles with which comparison is made 




F 


H 


E 


I 


J 


A 


B 


D 


C 


G 


86 


73 


60 


35 












F 




174 


239 


102 


71 










H 






208 


119 


100 


94 








E 








134 


116 


82 








I 










182 


137 


103 






J 












137 


107 


116 




A 














171 


144 


99 


B 
















164 


89 


D 


















100 


C 





















Read the table as follows: 86 of the 369 individuals considered Article G "better" than Article F; 73 considered Article G 
'better" than Article H; 174 considered Article F "better" than Article H; etc. 



94 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



TABLE XXIV. 
THE NUMBER OF "BETTER" JUDGMENTS GIVEN IN TABLE XXIII REDUCED TO PER- 
CENTS OF THE TOTAL NUMBER OF JUDGMENTS 

For the method of reading this table see Table XXIII. 



A rlicles 
Compared 


Articles with which comparison is made 


F 


H 


E 


I 


J 


A 


B 


D 


C 


G 


23.3 


19.3 


16.3 


9.5 












F 




47.2 


35.2 


27.6 


19.2 










H 






43.6 


32.2 


27.1 


25.4 








E 








36.3 


31.4 


15.5 








I 










49.3 


37.1 


27.9 






J 












37.1 


29. 


31.4 




A 














46.3 


39. 


26.8 


B 
















44.4 


24.1 


D 


















27.1 


C 





















TABLE XXV. 
THE DIFFERENCE BETWEEN THE VARIOUS ARTICLES IN THE SET OF TEN DERIVED 
FROM THE PERCENTS OF ' ' BETTER" JUDGMENTS GIVEN IN TABLE XXIV AND EX- 
PRESSED IN TERMS OF THE DIFFERENCE WHICH EXACTLY SEVENTY-FIVE 
PERCENT OF THE JUDGES ARE ABLE TO DISTINGUISH 



Articles 
Compared 




Articles with which comparison is made 






F 


H 


E 


I 


J 


A 


B 


D 


C 


G 


1.09 


1.26 


1.45 


1.95 












F 




.10 


.56 


.88 


1.29 










H 






.24 


.68 


.91 


.98 








E 








.52 


.72 


1.51 








I 










.03 


.49 


.87 






J 












.49 


.82 


.74 




A 














.14 


.41 


.92 


B 
















.21 


1.05 


D 


















.91 


C 





















THE SEATTLE SUNDAY TIMES. SEPTEMBER 5, 1925. 



H DEPARTMENT OF EDUCATION 



All SEA 

CVIC AN 



TIE BIDS IIS NEW TEACHERS HEARTY WELCOME ID ITS 

JOIN IN GREETING NEW ARRIVA 



D EDUCATIONAL ORGANIZA 



IONS 




Attention, New Teachers! 

Department of Education 
OPEN 

Sunday. 2 to 4 P. M. 
Monday, I OA.M. to 5:30 P.M. 



A SCHOOL PAGE FROM A CITY WITH A SCHOOL NEWS PROGRAM 



CHAPTER VI 

A PROGRAM FOR SCHOOL INFORMATION SERVICE 
IN THE DAILY NEWSPAPER 

The suggestions set forth in this chapter are general. School 
administrators will find that the size of their system, the attitude of 
the newspapers, the policy of the board of education, and many other 
factors enter into any school publicity program. 

TWO KINDS OF SCHOOL PUBLICITY 

First of all a distinction should be made between two kinds of 
school publicity. 

1. Special purpose publicity carried on for the purpose of 

achieving some immediate end. Bond issue campaigns, 
teachers' salaries campaigns, and the like. 

2. Continuous informational news service. By this is meant 

the constant publication of informational material 
about the school system. This service has two pur- 
poses: (a) The discharge of the obligation, on the part 
of those responsible for the public school system, to 
render a report of its activities; (b) The creating of 
"good will" on the part of the community's citizens in 
order that their support of and cooperation with the 
public school system may be based upon full informa- 
tion. 

It is not the purpose of this study to deal with special purpose 
publicity. It has been mentioned as one type which school systems 
at times must use. It is the type which is most commonly thought of 
in connection with public schools. Considerable study has been 
given to this kind of publicity, and the facts are available. 1 Figures 
12 and 22, pages 98 and 118 show examples of newspaper publicity for 
special purposes. 

The suggestions in this chapter deal entirely with continuous 
school news service. 

THE ORGANIZATION 

School news service should be carefully organized. It should be 
recognized as an important function of the public school system. 
The same care that is used in organizing any other administrative 
division should be used in organizing news service. Haphazard or 

'Alexander and Theisen — Publicity Campaigns for Better School Support. 



NEWSPAPER PUBL ICITY FOR THE PUBLIC SCHOOLS 97 

accidental news preparation and publication will not accomplish the A Program 
results desired. There are two types of organization. for School 



1. A Centralized Organization: 

This type is a division of the administration of the school sys- 
tem. It heads up in the office of the superintendent of 
schools. It may he directed in various ways. 

(a) By a news or publicity director whose duties consist in 

the preparation, manufacture, and distribution of 
all printed material used by the school system. 
School news service in the press will be one of the 
duties which he directs. 

(b) By the superintendent of schools who may direct this 

activity as one of his administrative duties. 

(c) By some other administrative officer, — an assistant 

superintendent, a supervisor, the clerk of the school 
board, etc., who may be assigned the direction of 
school news service in addition to other duties. 

(d) By some principal, special instructor, or teacher, whose 
other duties are so arranged as to allow time for 
the direction of school news service. 

This director of news service should probably have an advisory 
board or cabinet, representative of the administration and of the 
teaching staff. It is possible that the children, patrons and organiza- 
tions closely allied to the school system should be represented in this 
advisory body. 

2. A Representative Organization: 

This type of organization will be headed up by a School News 
Committee. This committee may be made up in various 
ways. It may represent the various departments of the 
school system, such as Elementary Education, Vocational 
Education, etc. It may represent the various schools in 
the system. The local school situation will determine best 
how it should be made up. Such an organization gives to 
the teaching staff an opportunity to share in one of the ad- 
ministrative responsibilities of the school system. 

In this representative news committee, the administrative 
department, the teaching staff, and possibly the student 
body and patrons of the school system, should be repre- 
sented. 



News. 



» ATIT70NA DA in 



_Ti '■ : ' ■■■■ Wl;>t-\\\, ?v\n 



HIGH SCHOOL BOND ELECTION 



HIGH SCHOOL BOND ELECTION 



THE ROAD TO SUCCESS 



Leads Through the Door of Education 




tf We Build" 

Is the motto of the 
Kiwanis club and 
is the election next 
Tuesday they are 
showing this spirit 
of progressiveness 
for the betterment 
of Tucson and the 
following members 
have assisted in 
making possible 
this special page 
appeal to the voters 
of Tucson to go out 
and vote. 

People's Fuel & 
Feed Co. 

Page Furniture 

Co. 
WJ.Corbett 

Hardware Co. 

Fleishman Drug 
Co. 

Ford Garage 

Frank Curley 

George Kitts 

GoodfeDows 
Grotto 

Missouri State Life 

Insurance Co. 

Ralph Gunst, Gen. 
Agent 

Congress Hotel 

Pereira Studio 



Every 
Voter 
Must 
Vote 



is the hearty ap- 



peal to every voter 
in Tncson by the 
following automo- 
bile men: 

J. Breck Richard- 



Daross Auto Top 
Co. 

Borderland Service 
Station 

Miller Storage 
Battery Co. 

Babbitt Bros. 

Franklin Motor Co. 

McArthur Bros. 



WILL — 

OPPORTUNITY KNOCK AT THE DOORS I 
WILL ADVANTAGE BE DENIED? 

A VOTE FOR THE HIGH SCHOOL BONDS 
A VOTE fOR THE "KIDDIES" 



OPPORTUNITY KNOCK AT THE DOORS OF TUCSON AND FIND HER UNPREPARED? 
WILL ADVANTAGE BE DENIED? 



Auto Equipment 
Co. 

Tucson Auto Sup- 
ply Co. 



Business 
Men 

Who realize the ur- 
gent need of the 
Boys and Girls. 

Arizona Ice Cream 
& Candy Co. 

Mr. Hazelton 

Rose Real Estate 
Co. 

Chocolate Shop 

Club Pool Hall 

Tucson Steam 
Laundry 

Palace of Sweets 

Hartley Cleaning 
Works 

The YQlaescusa Co. 

A. L Sterns D.C 

Pima Hay and 

Grain Co. 

Dooley Street 



AND THE FUTURE PROSPERITY OF TUCSON. 

Tucson tax-payers will be asked to approve a $750,000 bond issue at a special election 
next Tuesday. The money is wanted to erect a new high school building here. There is 
some opposition from certain groups who put money before human values, who fail to 
see that better schools mean better future citizens. It is therefore vitally essential that 
every voter in Tucson who favors the New High School Building should cast a vote next 
Tuesday, April 19th. 

Is a New High School Actually Needed Here? 

Without a doubt The present building is overcrowded. You can get first hand infor- 
mation on this by a visit to the high school building. The class rooms are crowded, so 
crowded that good school work is impossible. The present building is not modern. It is 
ten years behind Tucson of today. The school has no gymnasium and the library is too 
small. The present crowded conditions at the High School are a discredit to a such a pro- 
gressive city as Tucson. Glance at these enrollment figures if you still doubt the need 
for the new schooL In 1912 the high school attendance was 202. 
IN 1917 IT WAS 322 STUDENTS. IN 1919-20 IT WAS 537 STUDENTS. 

IN 1918-19 IT WAS 414 STUDENTS. IN 1920-21 IT WAS 744 STUDENTS. 

The gain in enrollment has been very rapid during the last few years. It is logical that 
it will continue. Tucson is growing more rapidly every year and her schools are keeping 
pace in attendance. 

They Should Keep Pace in Progress too 

The school board wants to build a high school that will take care of 1500 students. 
That goal will be reached in a few years. The school will be modern in every respect It 
will be a pride to the mothers and fathers and a credit to Tucson. The boys and girls will 
get all the benefits. 

Tucson can't turn back. It is at the cross roads of progress now. A victory for the school 
bonds will put it in the ranks of the progressive communities of the Southwest Every 
civic organization in the city has endorsed the high school bonds. However, votes and not 
endorsements win elections. 

Consider the appeal in this page, investigate the proposition carefully and fairly and 
you will be convinced that you should vote for the bonds like your neighbor will. Then 
go to the polls Tuesday and let the world know that you want the very best schools pos- 
sible for the boys and girls of Tucson. 



A SPECIAL PURPOSE DISPLAY ADVERTISEMENT. AN EXAMPLE OF COOPERATION 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 99 

THE FINANCING OF SCHOOL NEWS SERVICE 

In most cases, the financing of school publicity is a matter for A Program 
school board consideration. So far as newspaper service is con- for School 
cerned, it is probable that little financial backing is necessary. If News. 
school news is of the right sort, the newspapers will, in most cases, 
gladly print it at no cost to the system. Where funds are necessary 
to carry on publicity activities, they must be secured from a school 
board which has been convinced that the expenditure is justified, 
or they must be secured from individuals or organizations interested 
in this kind of school activity. 

THE COLLECTION OF SCHOOL NEWS 

The organization of this part of the publicity process will vary 
greatly. 

i. Units for News Collection: 

Some of the units possible for the collection of the news 
material are as follows: 

(a) The whole school system, with news collectors assigned 

to pick up news wherever and whenever found. 

(b) The various administrative divisions, with one news 

collector responsible for covering all news that 
deals with the Buildings and Grounds Department, 
the Department of Research, etc. 

(c) The various teaching divisions into which the system 

is divided, with collectors responsible for news re- 
lating to Kindergarten Education, High School 
Education, Vocational Education, Athletics, Stu- 
dent Activities, and the like. 

(d) The individual schools or buildings, with one collector 

responsible for all news material relating to the 
activities of any one school or building. 

2. The News Collectors: 

These are the school system's reporters. They can be se- 
lected from the following: 

A news director. Individual students. 

Superintendent of schools. Individual teachers. 

Clerk of the school board. English classes. 

Supervisors. Journalism classes. 
Principals. 



Sunday. Mirch 6. 1921 



THE GREAT FALLS TOBDHB 



Music Training Recognized in Great Falls Schools as Rid 
in Development of Alertness, Initiative and Precision 




A SCHOOL PAGE DEALING ENTIRELY WITH ONE SUBJECT 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 101 

The type of organization will determine to some degree which A Program 
of these agencies shall be used. Facts presented in pre- for School 
vious chapters show that students are to a considerable News. 
extent being utilized for this purpose. 

3. The Editing and Approving of News Collected: 

School news for newspaper publication should be edited. It 
will be edited by the newspaper. It should be edited by 
some one in the publicity organization of the school sys- 
tem. Such skilled editing will save labor and trouble for 
the newspaper and, more important still, it will make for 
less of error and mis-statement. News copy prepared by 
school systems and printed in the newspaper is evidence 
of the lack of proper editing based on a knowledge of 
good newspaper style. The type of organization for 
handling school news will to some extent determine the 
method of editing. If the organization is highly central- 
ized, the editing will necessarily be done by some central 
agency. If the organization is more representative, the 
responsibility of editing school news will probably be 
scattered among various persons. At the present time, 
the editing of school news is done by the following: 

News director. 

Superintendent of schools. 

Principals. 

Teachers. 

Athletic coach. 

English or journalism classes. 

Student editors. 

In many cases, the only editing which school news re- 
ceives is done by the newspaper organization. Some 
school people reporting on this subject expressed an opin- 
ion that in some cases the editing of news in the school 
system, especially by a central authority, might become 
censorship and that anything resembling this would be 
contrary to democratic ideals. This point is undoubtedly 
worthy of thought. It should be possible, however, to 
give to news prepared within the schoolsystem the benefit 
of editing without subjecting it to the evils of censorship. 
Much harm has been done to the cause of public school 
education by the unedited newspaper productions of irre- 
sponsible correspondents. 



FRIDAY, FEBRUARY 18, 1921. 



NEWS OF THE SCHOOLS 



Ask Improvements at Gran 



GRADE SCHOOL CHILDREN 
WILL HONOR WASHINGTON 




The Public Schools 



What Schools Have Done, Are 
Doing and Will Do for Buffalo 

SPECIAL SATURDAY "NEWS" FEATURE 



I Public Schools have bee 


me the "Gateway to Opportunity,* 






The Trades. Industry, Com 


"cT'tKy do TOf " S t «alUe°-TH^ 










special artlclos will tell the otory 


to busy readers at a glance. 




The >--ldo of our city « 


iould be Its schools — read and grow 


ftrowd. 





Scientific Methbds-Arell 1 
Used to Gauge- Students „ 
■At the Garfield J 



THE SCHOOL COLUMN OR NOTES 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 103 

THE DELIVERY OF SCHOOL NEWS 

Provision should be made in any school news organization for the A Program 
delivery of school news. One of the most common criticisms of for School 
editors is in relation to this matter of delivery. The guiding prin- News. 
ciple is, that the value of school news, to a very great extent, depends 
upon its timeliness. Therefore, an efficient school news service will 
provide for the prompt delivery of all news as soon after its happen- 
ing as possible. Some newspaper editors state that all news should 
be collected in some central office, that it may all be available to the 
newspapers. Again the type of organization will determine the 
method of delivery. It can be assembled promptly and delivered by 
one central agency, or each division or school can be held respon- 
sible for the direct delivery to the newspaper organization. 

However it may be collected the all important element of time- 
liness which is the chief characteristic of daily newspaper articles 
must be observed. 

RELATIONS OF THE SCHOOL NEWS ORGANIZATION WITH THE NEWS- 
PAPER ORGANIZATION 

I. Personal Relations. 

School news in the daily newspaper cannot be carried on success- 
fully without the cooperation of the newspaper organi- 
zation. Therefore one of the first essentials in any pub- 
licity program is the sympathetic cooperation of school 
and newspaper. This should be based upon friendly rela- 
tions and a mutual understanding of the problems of each. 
The personal touch is necessary. This personal friend- 
ship is not to be construed as a means of influencing news- 
paper organizations or in any way attempting to control 
what school news shall appear in the press, but it is the 
only basis of a proper understanding between the two 
institutions. Such relations in no way imply "favor 
seeking". A newspaper campaign should be based on the 
belief that both the newspaper and the school system 
exist for service to the community; that the individuals 
in charge of both institutions are good citizens who should 
meet each other on an equal plane that this service may be 
the better performed. School superintendents, editors, 
and reporters should be the best of friends, even though 
they may disagree. Such friendship will lessen the disa- 
greement. 

If the attitude of newspaper men toward this study is an 
indication the school administrator will find himself met 
more than half way by editors in any effort to inform 
his public in the daily press. 



The GraM The GRAfr 



-NO. 17G GRAND RAPIDS, MJ"° r N °- 18 ° GRAND RAPIE 

SlVEGEiANY MAY 



THE TURNER SCHOOL 



THE PINE SCHOOL 



Ry EDITH^AIXAN JACOX 

Nineteenth of a Rcrles of article* In which the public spools of Grand 
Rapid? arc to tjc purveyed by a wpecbiUy trained writer, wHu o vIcwTlo 
suggi-stintr changes and Improvements to the advantage of pupils, tcaciM-r* 
parents and, tho city. This orttclo continues th© survey of the Turner 
school, which will bo concluded tomorrow. Pino school comes next 



Dj EDITH ALLAN JACOX 

Twenty- Second of a series of articles Ira which tho public schools of 

Grand RapkLs are to be surveyed by a specially trained writer, with a view to 

suggesting changes and Improvements to the advantage or pupils, teachers, 

parents and the city. This article continues tho survey of the Pine school. 

the west side. 



Phillip C. Miller, 1336 Scrlbner ave- 
nuo, N. "W., who was recently elected 
to the school board, haB lived in the 
Turner school district for 40 years. Mrs. 
Miller attended school in the old build- 
ing, when Mrs. Townsend was principal. 
Their children have gone through Tur- 
ner. They have always maintained their 
Interest in tho district. Mr. Miller said, 



believe tha 



' tho 



uchool board should visit every school 
In the system, and know from personal 
observation and contact the condition 
and requirements of every school. 
Knowledge of conditions ts tho only 



duties 






the. 



office, all personal feeling' should be 
submerged, even if it calls for dlscrim- 
t the desires of one's home 



. i-hich 
than spiritual, and 
reat American 'pull.' 



' kind of meeting being' held at the t ch; Mrs. John Lamb, who i 



iled the Ichfldr 



eight to < 
The people 
recently s 



t be represented on th £ 
If they are to receive their i 
aiders Uon, The Ideal school 1 
posed of 



favor of tho east Bide. ! 
the west side have only "j st 
> the fact that they \h 



n embers from 



each ward, which should insure i 
representation.. $ 

"The people on the west side feel that & 
they need a high school in the north- t 
western part of the city. The site has . 
been picked at Harrison park, where } 
recreational advantages would be ex- ' 
" at. L 

he pupils who go from the west I 
to Unlon4Hgh have a long distance! 
/alk, especially when they 



working people < 



grade school work i 



I of them do, forlea 

afford either carl- 

:e. The time for her 

Tho fact that tor 

complete their frig 

source of worry c 



for 30 years, and has sent five chil- 
dren there for their preliminary edu- 
cation. Sho has two chllden there at 
present, and lives at 423 Pine avenue, 
N. W. Following is Mre. Lamb's state- 
ment regarding the school and Its 

"When, I presented our petliion to 
the scho«lj- boerd. I told them that we 
wanted a bew building, of course, but 
didn't exple* to net it. but that we 
did feel we Should be given an addl- 



palr that I tell bim he la standi) 
the way of our getting a new sc 
Sibley school la even newer thai 
25-year-old addition, but It Is In i 

"We want a arm which can, be 
as an auditorium. One night n 
200 parent^ 1 



e only allowed 15 mlnu 
alk, which necessitated c 



day a tcachei 



found that the : 



: the children take 



The parents 



"The children make a good deiil of 
:ompiaint about the school yard, but ; 
of course, they don't realize the shab- 
biness of the building. It costs the j 
parents in the district a lot for broken j 
windows. We have asked for the 
high wire backstops, but n.ever got I 
then). They would protect the* win- j 

coping along the church property] 
whtfeh adjoins the playground. A 
church and school so close together, 



However, Mr. Parker, 



The GranS the Grak 



GRAND RAPIDS. MIjj_ Na 227 



GRAND RAPIDS, MIC 



THE PALMER SCHOOL 

By EDITH ALLAN JACOX 

( Seventp-scventh of a scries of articles in which tho public schools of I 

j Grand Rapids aro to be surveyed by a specially twined writer, with a view 

I of suggesting changes and improvements to t. ? advantage of pupils, 
teachers, parents and the city. The artlclo concruf tfie survey of Palmer | 
school, 'it also concludes the series for too present. 



THE DIAMOND SCHOOL 



Dy EDITH ALLAN JACOX 

Sixty-ninth of a series of articles In which tho public schools of Grand, 
Rapids -are to bo surveyed by a specially trained writer, with ' 
gesting changes and improvements 



the advantage of pupils, teachers, par- 
iui the clO", The article begins tlio survey "" * ' 
bo continued. 



1 Diamond school. 



* Mrs." C. R. Dunk, 35" Travis avenue, 
*N..E., an ex-president of the Palmer 

.Patrons association, says Palmer 
school has never been In such fine 

■ condition as it Is t0(2ay. The children 



ters.of tho Health Crusaders lr 
school suffice to check up the health r ; 
habits of the pupdla and the health ji 
,conDHnnaJUT_tho school building. 



Plamo'nd school, lilamond ave- i will have no more when the addition 
me and Fountain street, according is completed, but they will be right.' 
o the testimony of tho patron s, ls| ^ Talk With tho Principal. 

'Principal then explained at 



I her policies. Tho teache 
i oonsclentlo 
. difficulty j 



■ pathetic and oonscle 



Neighbors say that the children are 
very well behaved and helpful. They 
are taught their responsibility to their 
neighbors and i 



thing of the kind i 



most dynamic in the city, 
nourished children are given milk 
daily. This' work has been going oi 
for the lost four years. When chil 
dren'aire up to weight and their vital 
lty restored, the milk diet is discon- 
tinued. 

Another Talk With the Principal. 
Mre. Fink K aid: "The health of th< 
I children is the chief topic of discus 



PARENTS AND TEACHERS 

Those who read Mrs. Edith Allan Jacox's tin-.cly and illuminat- 
ing. ; 



tides in The News on the various public schools of Grand. jJg"S M) J^ 1 *Sc 



lay ground. 
ry. C 






f| Rapids will recall that shedevoted much attention to- the work of 
the Parent-Teacher association. This organization has been thor- 
oughly established here and it has been an effective force for good 
in our schools. So far as we have been advised, there is no national 
organization in any- other country which covers exactly the field in 
which the Parent-Teacher associations in the United^ States are 
active. There is every reason why in our American communities 
there should be" the closest co-operation between parents and school 
teachers.' Our schools aje public in" the fullest sense, and it is only 
when fathers and. mothers concern themselves with the work "of the 
schools, aiding and supplementing the efforts of the teachers, that 
the best results can be achieved. 

rh Grand Rapids, where we pride ourselves on doing things pretty 
well, the Parent-Teacher associations have developed rather better 
than in most cities. The Mothers clubs,, as they are generally known, i"£! 
have been admirably managed. They have been kept almost wholly t^nment<^ w ® 
free from cliques. They are thoroughly democratic. Class distinc-[ -TheuDperfli 
rions. which so. many like to preserve, have been eliminated ana j° e alvid ( ^ lnt0 ' 
Iways the utmost -harmony has prevailed. That is the principal. [ '_ 



rlmary school." she said. 

|«r. 



., and haa been wel] cared for. 

I think we have as pleasant a lpca- 

l and outlook as any school in 



grounds are p 
principal. 



in 20 years ago, 
When our addition is 
■. gymnasiu 



lty, and second i 



larger than 
grade school in the 



id a half stories high. There 
movie booth at the north' 

tho south e'nd. At present 

ir long corridor for enter- 

We use -chairs to-scat 180 

and can Beat 200 for a play. 

Der floor in the addlUon will 

rooms to be' used 

Page 6.) 



SAMPLES OF ARTICLES IN A CONTINUOUS CAMPAIGN 
Nearly 100 of these articles were published in consecutive issues of the newspaper. They were 



always on the front page 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 105 



2. Professional Relations: 

(a) The Distribution of School News. J Program 

Most cities have more than one newspaper. In pro- for Scho ° l 
fessional relations between the school system and News - 
these newspapers, fairness and impartiality should 
be maintained. This is extremely important. 
Some understanding should be arrived at, as to the 
fair distribution of school news which is prepared 
and given out by the school system. This arrange- 
ment will depend upon the local situation. It 
should be determined by representatives of school 
system and all newspapers. Some of the methods 
used by school systems to provide for fair distribu- 
tion of news were discussed in Chapter IV. They 
are for convenience listed briefly below. 

(/) All newspapers are entitled to news of the 
public school. Each newspaper has 
its own body of readers who are citi- 
zens of the community and patrons of 
the public school system. The stand- 
ing or character of a newspaper should 
not determine whether school news 
should be furnished. 

(2) Send duplicate copy of all news to each 
newspaper. 

(5) Where all papers issue a Sunday edition 
save the big stories for this edition. 

(4) If desired, alternate news between news- 

papers. 

(5) If desired, separate the school news day 

into the respective fields which the 
newspapers cover. 

(b) Independent Securing of News by the Newspapers. 

A certain amount of school news will be secured and 
printed independently of the school news organiza- 
tion. The attitude of the school system in this 
matter should be to assist in every possible way the 
newspaper which initiates a school news story. 
Don't suppress or cover up anything. If the 
proper personal relations have been established, 



SOOOL 
STUO> 
8POBT3 



The Bors and GiRLslfei 



Copyright 1920, 



ated Editor* The Blgaert Little Paper In the World 



Material Furnished Today By 8-B Grade of John C. Frem 



oml I 



Tli is 



claimed my chu 
■was more than 1 _„ , 
r» pal* art lor something exciting to do, 

school 

STuo^r 

! 6POCT3 



sleepy, decided to read awhile. 
Very soon I smelled sickening 
eruoko—flJlil—Juniplng up, opened 



The Bars andChi^Newspaper 



SCHOOL CHILDREN WRITE 

FOR DAILY TELEGRAM 

The school children of Long Beach are to be given 
actual newspaper experience in writing for The Daily Tele- 
gram. 

They are to provide the "copy" for the Boys* and Girls" 
Telegram, a daily feature of this newspaper which has been 
read with interest by an ever increasing number of young- 
sters since its initial appearance some weeks ago. 

Material for the Boys' and Girls' Telegram will be pre- 
pared from now on by pupils in the various grammar schools. 

Baiaaiaalg * nA rrfflrh-" have agreed with The Tele- 
HQr/iQ f educational value in connect 



woe* 

_PLAY_ 



Copyright 1920, Associated Editors The Biggest Little Paper In the World 



Edited by John H. Mil 



Before him only'shoreless seas." 
Behind me lay a stretch of 



COPYIXT WEEK 

To Write the Material for Ihe 
Boys' and Girls' Paper 



Pnnnt, 



ork in English, and arrangements 
ly pupils in the several grammar 
turns in providing material for the 
he children's little "write ups" or 

d the Boys' and Girls' Telegram 



Material Published Today For | » ctia ' 1 Rv Pi " iilt ' nf fWnii-Pnrir , ajmj 

SCMOC4. HP T> r »T "OM8 

STU,rf IHElxirSANBUlHLS NEWSPAPER *?2 



si»oeT3 



'' Copyright 1920, Associated Editors The Biggest Little Paper In the World Edited by John H. Millar 

! Material Published Today Is Furnished By Pupils of Lincoln School, Long Beach 



LINCOLN PUPILS END fWS AND GIRLS' 
WEEK OF WRITSNGFOR 

THE TELM TODAY 

Carroll Park Children to Do 
This Work Next. Week 



NEWSPAPER WORK IS 

ATTRACTING NOTICE 

"C'ij folk and young are watching 
wiUi keen Interest the daily contri- 
butions of grammar school pupils 



ROBIN HOOD 
Robin Hood was an outlaw who 
iived in the Sherwood forest with 
his merry band of followers. He 
wore Lincoln green and was 
armed with a bow and arrow 
roaming the forests over, robbing 



the rich and giving : 
Thus .he spent his 
Robin Hood because 



ll'.H 



the poor. 
1 like 
was bold 



MY GARDEN 



HENRY SA.BIN School's Tribune 



SNOW BALLING. 



Stories by High School Students 

Twenty-sixth of a Series of Ankles in The News Contest to 
Develop Writers Among the Boys and Girls of Grand Rapids. 



Following are the articles chosen by tho editor from among those sub- 
mined daring the past trivk by tho high school students In The News 
contest. This Is tho twenty-sixth scries of articles ujectcd. Others win be 
pnhllshcd on successive Saturdays. 



Much Ado About a Bug 



By ROBERT TOOT 
Grado 9.g, union High School 



Stories by High School Students 

Twenty-seventh of a Series of Articles in The News Contest to 
Develop Writers Among the Boys and Girls of Grand Rapids. 



SPORTS. 
]t», 11, 6-A. 

i all through the town 
B whirling down, 
is covered with pure white, 
through the. long night. 
•n came at last, 
i the snow drifted) fast, 
ley all reached, the kill, 
vas "fit to kill." 
couldn't be beat, 
for. the feet, 
lewly greased boot — 
"chute the chute." 
their skiis at the slides, 
the old bob rides, 
lies all cold and wet, 
:g and just what you'll get. 
it so sore and hoarse. 



imer time, of course. 



COASTING. 




BY MAEJORIB CLARK. 



THE SNOW. 



when It falls at 



Following aro tho articles chosen by the editor from among those sub- ; 
mltted during the past week by tlio high school r.tudents In The News con- 
test. This Is tho twenty-seventh scriea of articles .selected. Others will hoi 
published on successive Saturdays. 



My First Swimming Lesson 



that deficiency would soon be rem- 
edied. 

As I tripped gaily down the beach, 
wearing a nice new bathing suit which 
" ked terribly to get wet, I pic- 



THESNOWMAN. 

Mildred and I love to make a 
snowman In the yard. It Is bo 
much fun. ■ 

I awoke one morning and saw 
everything covered with beau- 
tiful snow. 

I was so happy as It was not 
very cold and Just the day tor 
making a snowman. We put < 



white 
As the s 

night. 
And oh, what fun to Jump from 

bed. 

your clothes and get 



We don't care If we do have a 

fall 
Into that fluffy, feathery fleece. 



High School Contest 
Will End Next Week 






The literary < 



r the high 



-op hies, and 



Of c 






school students, which The News has 
been conducting 1 since early In the 
school year, will end next Saturday, 
May 28. The teachers have requested 
that It be brought to an end, as few 
positions are being written this 



late 1 



series of weekly 



: the twenty-ninth 



aroused so much Interest. The race 
between the schools for the honor of 
winning first pltfce is extremely close. 
Full particulars will Uo given next 



It didn't 

all In knowing- what to da To 
Ly that -was sffori disillusioned would 
stating It mildly. 

tob, my brother, and would-be-in- 
Victor/was already in the water and 
hen h> saw, -mo. he- called out. 
Hurry- up-; thejwater Is "line — not a 

His taking the trouble to Inform me 
lat the water -was warm, warned me. 
gingerly let a fraction of my small- 
it toe. touch- the- water and quickly 
■aw it backj" Not oold. Indeed! It 
as" Just like Ice water! Neverthe- 

riii, and I wouldnU have Bob-think 
was a quitter, t.i after summoning 
■----.■ fcu ~» aamsuSfl In i iyr K p -, "inni1. 



aLs, and stocklng- 
tie fun began, 
snowball with 



down from grandpa 



THE SNOW FLAKES 



Then Ihe fun began. We 



nted it for the body. Next 
we made a smaller ball for a 
head. We used two Bticks for 
arms, and coal for the mouth. 

Our snowman was done and 
we were ready for our supper. 



CAGED LIONS. 



WINTER. 



If you're kind and mild you may 
But if cold nod bleak, please go 



We wish to skate < 

lake, 
3$ -Clite.ain— »?*** wA^jMpak 




DEPARTMENTS IN A DAILY NEWSPAPER CONTRIBUTED BY SCHOOL CHILDREN 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 107 

the newspaper organization and the school news A Program 
service staff will determine together whether it is {or School 
for the interests of the community and the school News 
to publish certain school news. This does not imply 
"censorship" or "control" of news channels. It 
does imply cooperative good citizenship on the part 
of school and press. Some school authorities be- 
lieve that all school news should be secured and 
prepared independently by newspapers. 

(c) Professional Assistance by Newspaper Organization. 

It is the business of the newspaper staff to know how to 
secure, prepare, and present news to the public. 
The school news service organization should take 
advantage of this skill. Advice from editors, in- 
struction by skilled reporters, any assistance which 
can be secured, will make the school publicity ser- 
vice the more effective. It may be that the news- 
papers should be represented in the school sys- 
tem's organization. 

WHAT SCHOOL NEWS SHALL BE PRESENTED? 

1. Subject Matter. 

Distinguish between news and propaganda. 

Omit personal exploitation. 

Don't forget that it is the unusual that makes news. 

Routine is not news. 

Play up the "human" element in news. 

2. Types of School News. 

This matter will require the careful consideration of the school 
news service organization. It will, of course, have to be 
determined finally by the decision of the newspaper organ- 
ization as to the types of school news which it wishes to 
publish. Below, the different possible types and depart- 
ments will be briefly discussed. Such of these as seem 
desirable can be selected to make up the year's publicity 
program. 

(a) News as such: 

From a consideration of the opinion of news- 
paper editors, it is evident that this is the 




e2:2-l ZlZzizL U i si Cii^v.-SX -^ i ZL t;a = ii i o h ! in 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 109 



type of school news which the newspaper is A Program 
most anxious to secure. It must contain for School 
the elements of news, namely, general inter- News. 
est, timeliness, the unusual. It must con- 
tain the elements of newspaper style, a 
statement of facts, simplicity, conciseness, 
with the gist of the story in the first para- 
graph or 'lead'. To some extent, the hap- 
pening of events will determine the publica- 
tion of this type of news, but, when skill in 
discovering and emphasizing the news 
"story" is acquired, many a subject which 
is now treated as propaganda or discussion 
can much more successfully accomplish its 
end as "news". School "news as such" 
will compete with other news. Its position 
will depend upon the elements in it which 
determine the position of all news in the 
paper. This type of school news should 
more and more receive the emphasis. It 
meets with the especial approval of editors. 
It will be read by more general newspaper 
readers than any other type. It is illus- 
trated in Figure 23, page 11. 

(b) A School Page. 

It may be possible to arrange for a school page in 
the newspaper. There are two kinds: 

(j) A page which is a miniature news- 
paper of the system dealing 
with various matters, such as 
that shown in Figure 24, page 
14. 

(2) A page in which only one subject is 
treated at a time as shown in 
Figure 13, page 100. 

The school page will be read mostly by those al- 
ready interested in the school. It is a good 
medium through which to interest and gain 
the cooperation of patrons; it may serve as 
a means of creating "esprit de corps" 
among the teaching staff; it can be used to 



Bte-»gfanr'9iBS>aB "Um^n/SSmmtl^nm 



One of Iowa s Most Widely Known ColIe^e^GnmieJI 




EDUCATIONAL PUBLICITY DE LUXE— THE SUNDAY ROTOGRAVURE SECTION 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 111 

create and maintain the interest of school A Program 
children. Illustrations will increase the {or School 
effectiveness of the school page. They will News. 
be worth while, even if the school system 
has to pay for them. 

(c) The School Column. 

This type is a miniature of the school page. It 
is used where a whole page is not available. 
Like the school page, it is of two kinds, both 
of which are illustrated in Figure 14, page 
102 and Figure 28, page 95. 

(d) Special School News Feature Articles. 

This type of school news is also in great favor 
with newspaper editors. They believe it is 
much more effective than the fixed types 
such as the school column. The news 
feature story permits theinterestingfeatures 
of the school system to be brought to the 
attention of the public. This type differs 
from "news as such" in that it can be 
longer; it can go into more detail; it permits 
more use of illustrations. Several of these 
feature articles are shown in Figure 27, 
page '6. Figure 15, page 104 illustrates 
the fact that school news does command 
place on the front page. The articles illus- 
trated were part of a series which ap- 
peared approximately 100 times on the 
front page of the newspaper. They were 
evidently prepared by a special correspon- 
dent, and cover each public school in the city. 

(<?) School Notes. 

These are most often written by a student re- 
porter. High school notes are most com- 
mon, but elementary school notes are pub- 
lished in some newspapers. As a usual 
thing, they deal with student activities, 
student personals, and the social happen- 
ings of the school. In most instances, they 
are very badly done. In some publicity 
programs they may find a place, but they 
should be carefully planned and edited, and 
be made to add to the whole program. 



Now, My Idea I s This! 

Talks With Thinking Buffalonians on Subjects 
They Know Best 



BUFFALO'S PART-TIME SCHOOLS. 

By WILLIAM J. REGAN, 
(Dlr-wior of BuIIalCs Part- Tim* Schools. I 
A great many employers In the i 
'aro concerned with the operation of 
that section of tho educational 
the state- relating to the operation of 
compulsory part-time schools. has the right 

Tbo majority of tho l 




in Tact approximately 



ntlnuing their general 



degree, from the instructions 
hv journeymen, pieceworker- --* 

Thev drift, for the 



u.*-0'.U] L .ilivo jots and then 
one job to another. They are 
, in the 14 and 1& year old groups, 
morale 






vestment an. 



i of intellectual i 



advancement 
e passing of thi 
i must bo replai 
be protected bv reducing thi 
of tho u " 
Further 



mentals of educatlo 






1.T worker will accept. The 



with the 
bondings io 
school childr< 
healthful nor 
of the struct 
that a pnrcn 



mess of the preaenL The 
rhich a majority of out 
i are now bonscd are not 
safe nor adequate. Many 
res are of such character 
would be justified, 



children 
them, but the compulsory at- 
tendance law will not let him exer- 
cise this parental prerogative of safe- 
guarding the life of his children. 

Every child must go to school for a 
given period, so says the law, but the 
law, which is always wise and just, 
does not say anything about the kind of 



which forces i 
school, shall provide fo 
; required to attend. 



buildin; 

be becnuse men cannot be moral 
perfect without enacted laws demanding it — 
established by] such I believe ' 



Mr. Lesor edged in a typical Maryland 



irally low Id (bat list uccairw we have 
lone our school building out of the an- 
nial levy." Then came Dr. Strayer's 
vallop, not for Mr.Xeser alone, but for 



school buildings to show for it." 

It would be an unfortunate thing for 
Baltimore, indeed, if, .after the seven 
millions have been spent, we should still 
feel called on to make excuses. If, when 
we boast about the wonderful waahed-alr 
we feed to a negligible percentage of onr 
children, somebody who knows were to 
rise and say "But SO per cent of yonr 
children, and those among the yonnger 
ones to whom cleanliness is so vital, can- 
not wash their bands during the school 
day, and a large number cannot get n 
drink of water dining school hoars — be- 
facilities have been provided."!, - 




A LITTLE MORE 

KINDNESS, PLEASE1 
The country awoke Co the fact, not 
long ago. that school-teachers had an 
aversion to being starved to death, it] tens* 
was silly of them, but there you were! ' Inj 
They were presumed to realize thatj~~3 
they were in a noble calling 
rewards 



da* 



OUR OPINIONS 

Three Simple, Pretty Styles for High School Girls. 



BY PR1SCILLA WAYNE. 
At a recent meeting of the West high Parent 



e calling whose | zen Jrp V *v^ uwxmi& ui me #veaL njgn sr arent- 

much boner than hy3 Teachers association, eighteen girls of the 

.. answering ihis|'"»j school participated in a "style" show. These 

argument they decided to quit the jon. i ^M are three of the styles shown, any one of which 

t thousands ot them, and and su w is pretty and suitable and within the reach of 

hat earning a real living was .cm any girl. 

1 " r r " " ■ ' "Start are worn by 

one-piece dress by 
lg at the right) and 
stem (seated), 
lothe the ir daughters 
as these, 




urPuhli 
Schools 



tiergetie School Board on Thurs- 
y arranged to have the Baltimore 
school system surveyed atlast. It wisely 
selected the one individual who would 



Prof. George Drayt< 



Stri 



the Teachers' Collegi 
the board, by its action, accomplished sev- 
eral things, namely: It recorded the 
most definite step so far taken for the 
betterment of the local scho>?l situation: 
it drew the supports from .underneath 
sane opposition to the proposed $G,000, 
000 school loan, and it convicted theHon. 
Mr. Broening and his survey. commission 
of all the things with whicg they have 
been charged by this dcpartmvDJt. 

For more than a year Mr. B.roening 
.chased about the country like a wild 
-moose pretending that he way trying tn 
arrange for a school survey, hot that he 
couldn't get it. For many months the 



that it could i 
new School Board, apparently havi: 
red blood in its veins and regulation a 
puratus in its head, arranges for an a 



: offered to do in last 



thoritai 

der that the i 



when he charged the writer or Our Pub- 
lic School* with being a poltroon, a gar- 
goyle, a liar and a thief, but even ail of 
these questionable qualities take from 
the School Board exclusive credit for 
having succeeded in getting 1 a survey 
for the Baltimore schools. 

MISSED OPPORTUNITIES. 
IF the public is interested in facts, such 
as do not appear in' the Municipal 
Journal, the following item should ap- 
peal. The writer of this department, at 
the time greatly concerned that Mr. 
fBroening and his Survey Commission 
(might actually do something which 
(would entitle, them to commendation 
l/rom_tl»e__fnj;nd3. of school Jjettermont 




Jal way 



fore planning— ot 

ing plan — to stop, look and listen so 

to make sure thai they were headed 

the right direction. If the Mayor jumped Q -^ 



task prematurely, responsibility 
for his blunders rests with him. if the 
Commission did the same thing, it was 
doubtless prompted by putting complete 
faith in the conclusions that Mr. Broen- 



Baltii 
believe that thi 
did all it could 
taken; but thia 



tempted to leave school because they cannot 
"keep up." 

Here are more letters on the subject of snob- 
bery in the high schools, and the effect it has 
upon those who are unable to maintain the pace 
set. What do you think? 

Do you think high school boys and girls of 
today are snobbish ? Do you believe the wear- 
ing of a standard high school costume would 
help the situation? 

What DO vou think? 



Delinquent Homes — Delinquent Children. 



Br ants. J. e. Leslie, 



3 HULBCT4T only 
a a BelC-evtdent fact 
asserted before the 
club that parents are 
Vor the culprits who 

ile responsib ility for 



; Me: 



PU BLIC SERV ICE U * 
Faulty Nutrition i £ 

By MRS. WILLIAM J. CBALLMAN. fl t 

Ion Project Leader, Home Bureau of Cnamber «*J»n 



offenders eoms would load on* 
to think that the parents have 
no idea of an Ideal of any- 
thing. Letters to the Experi- 
ence Column— tbousandB of 

plaining of drunken fathers 
and nagging mothers making 
homo anything but what the 
word means, would point to 
an utter lack of Ideals. These 



little 



s either 
i please I 



the 









illng are 
I a reflec- 
! father- 



Board would 
make the survejl 
after months of j 
ing and the S\irvj 
Perhaps this 



the constructs 
only two have 
tions. The Ge 
conducted the G 
Sage Fonndatioi 
sponsibility as 
the Cleveland 
The learned 
however, say 



ey by the Spokane i 
■hlch over 4000 chll 



re inycstlga- 
cminent child 



the surveys core pi^miy suggests th 
Lou,s, St. *M Arvn below oonoal 



' par — they don - ' 




for delln- 
• life by 
er cf his 



or else they have reached tho 
stage where their natural love 
has turned to hate — a condi- 
tion which saerns revoltlngly 
Impossible to those whose 
homes are- what God meant 
home to be. 

Church and school can help 
in the moral and ethical train- 
ing of children, hut utiles* 
there is the home foundation, 
their work bears merely 
superficial results that will not 
stand the strain of the world's 
temptation or the childish de- 
fiance and sense of Injustice 
that floods the whole being 
of the little injured one. 

The atmosphere of love at 
home Is the best safeguard 
against the juvenile court — 
not only love, for even tho 
meanest parent has & natural 
love for his child — but the 
atmosphere that comes from 
love expressed without re- 
straint. 



THE SPECIAL COLUMN FINDS SCHOOL MATTERS OF INTEREST 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 113 

(f) School Athletic News. A Program 

for School 
From the reports of editors and superintendents, News 
it was learned that a large amount of school 
athletic news gets into the newspaper. It 
was stated that this side of school life is 
over-emphasized by the press. However 
that may be, athletic news plays a promi- 
nent part in school news. It should be as 
carefully prepared as any other school 
news and, whenever possible, made to in- 
form the reading public of the relation be- 
tween school and sport. It cannot be 
denied that this is one channel through 
which certain citizens can be interested in 
the public school system. Probably its 
proper position is on the general athletic 
page. In some instances, public school 
sport news is considered of front page and 
editorial column importance. 

(g) Parent Teacher Association Notes. 

A large majority of editors rated this kind of 
news very highly. It should have an im- 
portant place in any publicity program. 
This importance will, of course, depend upon 
the importanceof the ParentTeacher organi- 
zation in the system. The opinion of 
school patrons relative to school matters 
will find a place for its expression in this 
type of news. 

(h) School Board Meeting News. 

This is a very common kind of news. It is 
usually covered by the newspaper itself. It 
is often the subject of sensationalism. A 
carefully prepared account of school board 
meetings, if furnished to the newspapers, 
might avoid some of this sensational treat- 
ment. 

(i) Local Teachers' Club News. 

Where such organizations exist, news as to 
their activities should be made a part of the 
publicity program. The point of view of 



Do Not Forget to Vote on Monday at 

the Davenport School Election 



Dr. Stray er Stirs C. of C. on School Needs. By Stein 




CAKTOONS ADAPTED TO SCHOOL PUBLICITY 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 115 

the teacher makes good news. An example A Program 
in Figure 28, page 95 shows how one news- for School 
paper treats news about teachers. News. 

(/) A Page or Department Contributed by School 
Children. 

Figure 16, page 106 shows how this type is featured 
in Long Branch, California; Des Moines, 
Iowa; and Grand Rapids, Michigan. It 
differs from school notes prepared by stu- 
dents in that the articles, as will be seen, 
are not of a news character. Its value is 
probably two fold: first, to interest the 
children in newspaper writing; and, sec- 
ondly, to interest the parents in the school. 
It can be adapted to any grade through the 
High School. Several editors expressed in- 
terest in this type of news. 

(k) Editorials. 

The use of the editorial for discussing school 
matters is controlled by the newspaper. 
Some editors believe that this is the only 
division of the newspaper which should 
carry propaganda for, or state opinions rela- 
tive to, school matters. It is clear that the 
editorial carries great weight. The proper 
relations between the school system and the 
editor will make it possible to secure for 
education that editorial discussion to which 
its importance entitles it. Figure 25, page 
24 illustrates editorial discussion of school 
matters. 

(7) The Sunday Magazine and Picture Supplement. 

School news finds its place in the Sunday edition. 
It is a good edition for school news. The 
Sunday magazine is adapted to articles of 
considerable length. A series of such arti- 
cles on school matters could be made a very 
important part in a publicity program. 
Pictures are a good publicity. The Roto- 
gravure Section of the modern Sunday 
newspaper offers excellent opportunity for 
picturing the plant and activities of the 



Enrollment in Bangor Public Schools on Sept 1, 1920 



For tSeprriBER J, 1 920 . 



-flee Grade Table — 




There were 107 pupils in the first grade last year, 1920-21. Thirty two 
were absent less than two days a month, and every single one of them 
promoted. 100_per cent promotion^ 

GRAPHS WHICH HAVE BEEN PUBLISHED IN NEWSPAPERS 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 117 

school system; colleges have utilized this A Program 
kind of publicity to a considerable extent, for School 
A public school news organization ought to News. 
be able to convince an editor that the public 
schools of any city offer splendid subjects 
for rotogravure pictures in the Sunday edi- 
tion. Figures 17 and 18, pages 108 and no 
show school news in the Sunday edition. 

(w) The "Column". 

Figure 19, page 112 shows that the special 
columns find school news of interest. The 
special column writer may be made a 
valuable member of any public school news 
organization. 

(n) Cartoons. 

To some, the use of cartoons to carry school 
news may seem undignified. However that 
may be, many reforms have been achieved 
by the use of newspaper cartoons. Figure 
20, page 1 14 shows some examples of the 
cartoon as adapted to school news purposes. 
Observation will prove that cartoons are 
much read. They have the quality of being 
easily understood. They have a place in 
some school publicity programs. 

(0) Charts and Graphs. 

The school man is rapidly coming to use charts 
and graphs to express school facts. They 
undoubtedly should be utilized in a news- 
paper program. Figure 21, page 116 shows 
some that have been published in news- 
papers. Their use, however, should be 
carefully governed by the results desired. 
For the general reader, only the simplest 
charts and graphs are effective. Those 
which contain the elements of the picture 
are the most effective. 

(p) Display Advertising. 

Conditions may make it advisable to use paid 
display advertising. Oftentimes the ex- 
pense of such publicity will be borne by 
civic organizations. Figures 12 and 22, 
pages 98 and 118 illustrate this form of 
publicity. 



"Our Boys and Girls First" 

1. The people of Bucyrus want good schools. 

2. Good schools are not possible without good teachers 
and good buildings. 

3. Good teachers must be paid living wages, and good 
buildings cost money. 

4. Public education is a business proposition, most likely 
our city's biggest business undertaking. 

5. Every citizen must assume his share of the responsibili- 
ty for public education— that's what "America" means. 

Vote (or the Two Mill Levy to Properly Officer Our Schools 
and Additional Bond Issue to Complete the New High School 

Election August lO, 1920 

"Our Boys and Girls First" 



SCOTTISH RITE IS 
BACK OF BONDS FOR 
NEW HIGH SCHOOL 



iPul purpose, ijjuc bondi in Hit wm of S7SOfiO 
financing the erection of a modem and coir 

)1 building: and, 
iniliMdiul Micmlwrj of this body line giie 

Hi and thought to ,l, e ntrdi/jl Tucwn for juc 

lim, of a buildntg capal 



ssue ol 5750,000 be favorably considered by lln 



I S3Q BS— ^Ji QcaogsgsBQssaogaoK 



Are Your 

Children 

On Part Time? 



There will be a Public Meeting to discuss 

THE 

School Bond Issue 

Tuesday, MARCH 15 

AT 8 P. M. 

HIGH SCHOOL AUDITORIUM 



Your Boy Is Going 
to School of Course 






•nn Vfnll a child 



All This Week 

WE ABE OKFETMNfl A t-OT OF HOYS' PHO£P 

$3.45 per pair 

The regulnr "luc °n ,h[M ^ fin ™'* Will n'n n* higli an ¥M 

Sampliners 




The Man Who Knows 



mitilf (nt I fii- Ittafoa fihcii 



It Is The "Man Who Knows" 



The Man Who Knows 



The Grand Junction Public 
Schools 



TO THE 
CITIZENS OF ERIE 



Do you realize that the increased 
cost of labor and supplies affects the 
school system to the same degree as that 
of the merchant, manufacturer or private 
citizen? 

The operation of a school iystem 
consists entirely of supplies and s; lanes 
of employes. Teachers must be id liv- 
ing - wages or compelled to seek c er vo- 
cations. The School Board must ay the 
market price for coal, paper r d all 
•necessary supplies, which have a ".bled 
and tripled in price. 

The question to be decided is 
whether the completion of the East High 
School shall be financed by adding an ad- 
ditional five mills to the operating- costs or 



Put On The Roof 

You wouldn't build a house and leave off the roof would you? 

That's just what we are up against with the New Bucyrus High School. 
There is money enough to build the building but not enough to finish the sec- 
ond floor. The second floor is a vital part as it is divided into school rooms 
and this room is absolutely needej. Temporary frame buildings at three dif- 
ferent places prove that we need more rooms and of a creditable kind. 



Come on Fellows, School 
Begins Next 
Tuesday 




Education The 
Best Investment 



Have The Children Take This List 

of Supplies With Them (he 

First Day of School 



DISPLAY ADVERTISEMENTS 
LOCAL MERCHANTS ARE OFTEN WILLING TO ADVERTISE THE SCHOOLS 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 119 

(q) As a Part of the Continuous Campaign, some school A Program 
systems have been enabled to secure special {or School 
editions of the newspaper for school publicity. News 
In some cases, the entire edition of the paper 
has been prepared by the students of a 
school system or journalism class. In 
some cases, a special "School Number" 
has been issued. Figure 26, page 42 illus- 
trates this cooperation on the part of the 
newspaper. 

CONCLUSION 

A public school publicity or news program should be developed 
as a part of the whole educational program with the cooperation and 
advice of newspaper organizations. If it is carefully planned, thor- 
oughly organized, and systematically carried out, it will prove to be 
of great benefit to the school system. It will be a most powerful 
agency for securing the interest, cooperation, and support of the pub- 
lic, without which progress is impossible. 



120 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



APPENDIX A 

NEWSPAPERS FROM WHICH THE MATERIAL FOR THE NUMBER 
COUNT AND COLUMN INCH MEASUREMENT WAS SECURED 

City State Name of Newspaper 

AkroD Ohio The Akron Times ' 

Boise Idaho The Idaho Daily Statesman 

Buffalo New York The Buffalo Evening News 

Canton Ohio The Evening Repository 

Davenport Iowa The Davenport Times 

Denver Colorado The Denver Post 

Des Moines Iowa The Des Moines Register 

Detroit Michigan The Detroit News 

Great Falls Montana The Great Falls Tribune 

Haverhill Massachusetts The Haverhill Gazette 

Lincoln Nebraska The Nebraska State Journal 

Long Beach California The Daily Telegram 

Manchester New Hampshire The Manchester Union 

Muskegon Michigan The Muskegon Chronicle 

Newark New Jersey The Newark Evening News 

Oakland California The Oakland Tribune 

Rochester New York The Democrat-Chronicle 

Rockford Illinois The Rockf ord Daily Register-Gazette 

Salt Lake City Utah The Salt Lake Tribune 

San Diego California The San Diego Union 

Scranton Pennsylvania The Scranton Times 

Seattle Washington The Seattle Daily Times 

Spokane Washington The Spokane-Chronicle 

White Plains New York The Daily Reporter 

Wichita Kansas The Wichita Daily Eagle 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 121 

APPENDIX B. 

DAILY NEWSPAPERS COOPERATING IN THIS STUDY 
NEWSPAPERS IN CITIES OF 100,000 AND OVER 

City Name oj Paper Edition 

1. Akron, Ohio The Times Evening and Sunday 

2. Boston, Mass The American Evening and Sunday 

3. Boston, Mass The Christian Science Monitor Morning 

4. Boston, Mass The Transcript Evening 

5. Birmingham, Ala The News Evening and Sunday 

6. Bridgeport, Conn The Post Evening and Sunday 

7. Buffalo, N. Y The News Evening 

8. Chicago, 111 The News Evening 

9. Cincinnati, Ohio The Post Evening 

10. Dayton, Ohio The News Evening and Sunday 

11. Des Moines, la The Register Morning and Sunday 

12. Detroit, Mich The News Evening and Sunday 

13. Grand Rapids, Mich The Press Evening 

14. Independence, Mo The Examiner Evening 

15. Kansas City, Mo The Star Evening and Sunday 

16. Louisville, Ky The Times Evening 

17. Milwaukee, WLs The Journal Evening and Sunday 

18. Minneapolis, Minn The Tribune Morning, Evening and Sunday 

19. Newark, N.J The News Evening 

20. Philadelphia, Pa The Inquirer Morning and Sunday 

21. Portland, Ore The Oregonian Morning and Sunday 

22. St. Louis, Mo The Globe Democrat Morning and Sunday 

23. St. Louis, Mo The Post Dispatch Evening and Sunday 

24. Scranton, Pa The Times Evening 

25. Seattle, Wash The Times Evening and Sunday 

NEWSPAPERS IN CITIES OF 30,000 TO 100,000 

City Name of Paper Edition 

1. Allentown, Pa The Call Morning and Sunday 

2. Canton, Ohio The Repository Evening and Sunday 

3. Charleston, S. C The Post Evening 

4. Chattanooga, Tenn The Times Morning and Sunday 

5. Columbia, S. C The State Morning and Sunday 

6. Davenport, la The Times Evening 

7. Duluth, Minn The Herald Evening 

8. Elmira, N. Y The Star Gazette Evening 

9. Fort Wayne, Ind The Journal Gazette Morning and Sunday 

10. Gary, Ind The Post and Tribune Evening 

11. Lewiston, Me The Journal Evening and Sunday 

12. Lima, Ohio The News and Times Democrat Morning, Evening and Sunday 

13. Macon, Ga The Telegraph Morning and Sunday 

14. Manchester, N. H The Union Morning 

15. Montgomery, Ala The Journal Evening and Sunday 

16. Newport, R. I The News Evening 

17. Ogden, Utah The Standard Examiner Evening and Sunday 

18. Oklahoma City, Okla The Oklanoman Morning and Sunday 

19. Passaic, N.J The Herald Evening 

20. Perth Amboy, N.J The News Evening 

21. Pittsfield, Mass The Berkshire Eagle Evening 

22. Portland, Me The Express and Advertiser Evening and Sunday 



122 NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



City Name of Paper Edition 

23. St. Joseph, Mo The News Press Evening 

24. Saginaw, Mich The News Courier Evening and Sunday 

25. South Bend, Ind The Tribune Evening 

26. Springfield, 111 The Illinois State Journal Morning and Sunday 

27. Taeoma, Wash The News Tribune Evening 

28. Taunton, Mass The Gazette Evening 

29. Terre Haute, Ind The Star Morning and Sunday 

30. Troy, N. Y The Record Morning and Evening 

31. Utica, N. Y The Press Morning 

32. Wichita, Kan The Eagle Morning and Sunday 

NEWSPAPERS IN CITIES OF LESS THAN 30,000 

1. Albion, Mich The Recorder Evening 

2. Athens, Ohio The Messenger Evening 

3. Bellingham, Wash The Herald Evening 

4. Brownsville, Tex The Herald Evening and Sunday 

5. Burlington, Vt The Free Press Morning 

6. Casper, Wyo The Tribune Evening 

7. Cedar Falls, la The Record Evening 

8. Cheyenne, Wyo The Wyoming State Tribune and Leader Morning, Evening and Sunday 

9. Elkhart, Ind The Truth Evening 

10. Fargo, N. D The Forum Evening 

11. Fort Dodge, la The Messenger and Chronicle Evening 

12. Grand Forks, N. D The Herald Morning, Evening and Sunday 

13. Greeley, Col The Tribune and Republican Morning and Evening 

14. Henderson, N. C The Dispatch Evening 

15. Idaho Falls, Idaho The Times Register Morning and Sunday 

16. Jackson, Miss The News Evening and Sunday 

17. Keene, N. H The Sentinel Evening 

18. Keyser, W. Va The Mineral News Evening 

19. Key West, Fla The Citizen Evening 

20. Little Falls, Minn The Transcript Evening 

21. Logan, Utah The Journal-. Evening 

22. Marion, Ohio The Star Evening 

23. Meridian, Miss ;.... The Star Evening and Sunday 

24. Moultrie, Ga The Observer Evening 

25. Nashua, N. H The Telegraph Evening 

26. New London, Conn The Day Evening 

27. Pocatello, Idaho The Tribune Evening 

28. Pulaski, Va The Southwest Times and News Review Evening 

29. Raleigh, N. C The News and Observer Morning and Sunday 

30. Rutland, Vt The Herald Morning 

31. Rome, Ga The News Evening and Sunday 

32. St. Cloud, Minn The Journal Press Evening 

33. San Bernardino, Calif The Sun Morning and Sunday 

34. Santa Rosa, Calif The Press Democrat Morning and Sunday 

35. Sioux Falls, S. D The Argus Leader Evening 

36. Sterling, Col The Advocate Evening 

37. Tallahassee, Fla The Democrat Evening 

38. Tuscaloosa, Ala The News and Times Gazette Evening and Sunday 

39. Wakefield, Mass The Item Evening 

40. Walla Walla, Wash The Bulletin Evening and Sunday 

41. Winchester, Ky The Sun Morning and Evening 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



123 



APPENDIX C. 
LIST OF CITIES IN WHICH THE PUBLIC SCHOOL SYSTEM COOPERATED. 



City Slate 

Aberdeen South Dakota 

Adams Massachusetts 

Albany Alabama 

Albuquerque New Mexico 

Alexandria Indiana 

Alexandria Louisiana 

Allentown Pennsylvania 

Altoona Pennsylvania 

Anderson South Carolina 

Ansonia Connecticut 

Asbury Park New Jersey 

Astoria Oregon 

Athens Georgia 

Atlanta Georgia 

Bakersfield California 

Bangor Maine 

Battle Creek Michigan 

Bayonne New Jersey 

Bellows Falls Vermont 

Bennington Vermont 

Berkeley California 

Bingham ton New York 

Birmingham Alabama 

Bloomfield New Jersey 

Bloomington Indiana 

Bowling Green Kentucky 

Bowling Green Ohio 

Bozeman Montana 

Brattleboro Vermont 

Bridgeport Connecticut 

Brockton Massachusetts 

Brunswick Georgia 

Buffalo „ New York 

Burlington Iowa 

Burlington Vermont 

Cairo Illinois 

Canton Illinois 

Canton Ohio 

Cape Girardeau Missouri 

Carlisle Pennsylvania 

Carthage Missouri 

Cedar Rapids Iowa 

Central Village Connecticut 

Chelsea Massachusetts 

Chester Pennsylvania 

Cheyenne Wyoming 

Chickasha Oklahoma 

Chicopee Massachusetts 

Cicero Illinois 

Cleveland Ohio 

Cleveland Tennessee 



City Stale 

Clifton Forge Virginia 

Coatesville Pennsylvania 

Coeur d' Alene Idaho 

Colorado Springs Colorado 

Columbus Nebraska 

Columbus Georgia 

Concord New Hampshire 

Council Bluffs Iowa 

Danvers Massachusetts 

Davenport Iowa 

Denison Texas 

Denver Colorado 

Detroit Michigan 

Dubuque Iowa 

Duluth Minnesota 

Durham North Carolina 

Easton Pennsylvania 

East St. Louis Illinois 

Eau Claire Wisconsin 

Elizabeth New Jersey 

Elkins : . . . West Virginia 

El Paso Texas 

Erie Pennsylvania 

Escanaba Michigan 

Everett Massachusetts 

Everett Washington 

Fargo North Dakota 

Fort Smith Arkansas 

Fredericksburg Virginia 

Fresno California 

Gadsden Alabama 

Galesburg Illinois 

Gardner Massachusetts 

Gary Indiana 

Grand Forks North Dakota 

Grand Junction Colorado 

Grand Rapids Michigan 

Great Falls Montana 

Greeley Colorado 

Green Bay Wisconsin 

Greencastle Indiana 

Greensboro North Carolina 

Greenville Mississippi 

Hackensack New Jersey 

Hagerstown Maryland 

Hancock Michigan 

Hannibal Missouri 

Harrisburg Pennsylvania 

Haverhill Massachusetts 

Helena Arkansas 

Holyoke Massachusetts 



124 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



City Slate 

Huron South Dakota. 

Independence Kansas 

Indianapolis Indiana 

Iowa City Iowa 

Ironton Ohio 

Ironwood Michigan 

Jackson Michigan 

Jacksonville Illinois 

Jamestown New York 

Jeanette Pennsylvania 

Jersey City New Jersey 

Joliet Illinois 

Kansas City Kansas 

Kenosha Wisconsin 

Keokuk Iowa 

Kinston North Carolina 

Kokomo Indiana 

La Crosse Wisconsin 

Lancaster Ohio 

Lancaster Pennsylvania 

Lansing Michigan 

Latrobe Pennsylvania 

Leavenworth Kansas 

Lebanon New Hampshire 

Leominster Massachusetts 

Lewiston Idaho 

Lewiston Maine 

Lexington Missouri 

Little Falls Minnesota 

Los Angeles California 

Lynn Massachusetts 

Maiden Massachusetts 

Mamaroneck New York 

Maistee Michigan 

Mankato Minnesota 

Martins Ferry Ohio 

Medford '! . . Oregon 

Mexico Missouri 

Miami Florida 

Middletown Connecticut 

Milton Massachusetts 

Milwaukee Wisconsin 

Minot North Dakota 

Missoula Montana 

Mitchell South Dakota 

Moberly Missouri 

Moline Illinois 

Monroe Michigan 

Montclair New Jersey 

Montgomery Alabama 

Montpelier Vermont 

Mount Vernon Illinois 

Mount Vernon New York 

Muskogee Oklahoma 

Nangatuck Connecticut 

Nashua New Hampshire 



City State 

Nevada Missouri 

New Castle Pennsylvania 

New Orleans Louisiana 

Newtonville Massachusetts 

Norfolk Virginia 

Northampton Massachusetts 

Norwalk Connecticut 

Oakland California 

Oak Park Illinois 

Oklahoma City Oklahoma 

Olympia Washington 

Omaha Nebraska 

Oshkosh Wisconsin 

Ottwum wa Iowa 

Owensboro Kentucky 

Paducah Kentucky 

Pasadena California 

Paterson New Jersey 

Philadelphia Pennsylvania 

Phoenix Arizona 

Pine Bluff Arkansas 

Pittsfield Massachusetts 

Pocatello Idaho 

Pontiac Michigan 

Portsmouth New Hampshire 

Portsmouth Virginia 

Prescott Arizona 

Pueblo Colorado 

Quincy Illinois 

Raleigh North Carolina 

Reading Pennsylvania 

Redlands California 

Revere Massachusetts 

Richmond Virginia 

Rochester Minnesota 

Rochester New York 

Rock Island Illinois 

Rome Georgia 

St. Johnsbury Vermont 

St. Joseph Missouri 

Salt Lake City Utah 

San Diego California 

San Rafael California 

Santa Barbara California 

Santa Cruz California. 

Santa Fe New Mexico 

Sapulpa Oklahoma 

Savannah Georgia 

Schenectady New York 

Scranton Pennsylvania 

Selma Alabama 

Sharpsburg Pennsylvania 

Sheboygan Wisconsin 

Shreveport Louisiana 

Sioux City Iowa 

Solvay New York 



NEWSPAPER PUBLICITY FOR THE PUBLIC SCHOOLS 



125 



City State 

Somerville Massachusetts 

Spokane Washington 

Springfield Missouri 

Springfield Ohio 

Stamford Connecticut 

Streator Illinois 

Superior Wisconsin 

Syracuse New York 

Taunton Massachusetts 

Terre Haute Indiana 

Texarkana Texas 

Topeka Kansas 

Trenton New Jersey 

Union New Jersey 

Utica New York 

Vicksburg Mississippi 

Waco Texas 

Walla Walla Washington 

Wallingf ord Connecticut 

Washington District of Columbia 



City State 

Washington Pennsylvania 

Waterbury Connecticut 

Wausau Wisconsin 

Waycross Georgia 

West Hoboken New Jersey 

West Orange New Jersey 

Wheeling West Virginia 

Wichita Kansas 

Wilkes-Barre Pennsylvania 

Willimantic Connecticut 

Wilmington North Carolina 

Winchester Massachusetts 

Winchester Virginia 

Winston Salem North Carolina 

Woburn Massachusetts 

Worcester Massachusetts 

Yazoo City Mississippi 

Youngstown Ohio 

Zanesville Ohio 



VITA 

The author of this dissertation, Rollo George Reynolds, was born 
at Cambridge, Vermont, on March 31, 1886. He received his early 
education in the public schools of Vermont and the public high school 
of Brookline, Massachusetts, from which he graduated in 1906. He 
attended Dartmouth College, Hanover, New Hampshire, from which 
he received the degree of Bachelor of Arts in 1910. During the year 
1910-11, he was instructor in history at Juniata College, Huntingdon, 
Pa. From 191 1 to 191 5 he served as principal of elementary and 
high schools in Cambridge, Stowe, and Morrisville, Vermont. From 
1915 to 1917 he served as executive secretary to the State Board of 
Education of Vermont. From 1917 to 1919, he was Director of the 
Theodore N. Vail Agricultural School and farms, Lyndonville, Ver- 
mont. During the years, 191 7 and 191 8, he was appointed as State 
Director for Vermont of the United States Boys Working Reserve and 
State Chairman of the Boys and Girls Division of the United War 
Work Drive. In 1919 he served for six months as lecturer with the 
United States Army Educational Corps in France and Germany. 

He was a student at Columbia University during the year 1919- 
1920 from which institution he received the degree of Master of Arts. 
In 1920 he assisted in the educational survey of the public school sys- 
tem of Greensboro, North Carolina. In 1920 he was appointed 
Director of the Vermont State Summer School at Rutland. He was 
Associate in Educational Administration at Teachers College, Co- 
lumbia University, during the year 1920-192 1. During the year 
1920-1921 he assisted in the educational survey of the public school 
system of Baltimore, Maryland. 



.BO 



